Developing Ambidexterity in Children: Understanding Social Change through the Social Marketing Framework

Abstract

DOI: https://doi.org/10.32444/IJSW.2018.79.3.327-350

This article highlights the extent of social change brought about through social innovation and empathy at the Veena Vadini School in a small village of Madhya Pradesh, India. Using the social marketing framework, the article describes how the unique initiative of setting up a school of ambidextrous children led to lasting positive social change in the region. The initiative led to a change in the behaviour of the community towards education, alcoholism, dowry, agriculture, employment, health, sanitation and antisocial activities.