Changing Lives through the Power of Sports, PYKKA Coffee Table Book

Posted In:    India    PYKKA    sports    girl child    Success stories    Picture stories    English    Publications/Reports    2010   

 The objective of the assignment was to capture the success stories of the PYKKA scheme across the country, with a focus on spreading awareness on the PYKKA programme and the ‘Sport for Development’ concept with special focus on the social inclusion of girls and children with disabilities.

 New Concept was engaged by UNICEF to undertake the task of documentation, photography, creative writing, editing and designing the Coffee Table Book. 

Teams, consisting of a documenter and photographer, armed with enthusiasm and courage, were sent to various parts of the country – some remote, some strife-torn. They worked in challenging conditions to bring back fascinating stories and exquisite pictures, which were the highlights of the book.


The design team had a field day, playing around with hundreds of beautiful pictures, lending them with the stories to create a masterpiece to be treasured.