Brief Explanation

The fundamental challenge of the brief was to get people to care. Talking about child labour was no longer enough. The objective was to raise 10 million rupees towards putting 28000 children engaged in child labour, back to school. While children in school were learning about math, science and language, the children employed in labour were learning how to fix a puncture, how to serve food and how to carry a heavy load. The idea was to stop learning at work and continue learning in schools.

Results and Effectiveness

The success of the campaign turned a three-day activity into a ten-day activity. Such was the response from the audience. We managed to raise 12.3 million rupees to send more than 28,000 children to school.

Creative Execution

As we didn't have a media team due to lack of budgets, we made sure our idea seamlessly translated into different mediums. Our installation piece 'The Face of Child Labour' was the driving force of the campaign. To make sure more and more people saw the face, the idea was translated into installation, films, posters, e-mailers and microsite. Every medium complimented each other perfectly. While posters threw light on the issue of child labour, e-mailers gave them the tool to act and finally the microsite was the avenue where people could donate.

Insights, Strategy and the Idea

Our target audience were mostly from metros where child labour is rampant. These are people who are so used to seeing a child work that they turn a blind eye to the every day instances. Yet, if a cause is brought to their notice, they are the first ones to reflect and act. The target audience of the campaign was primarily 25-45 year old working professionals. We didn’t have a media budget, therefore we distilled our idea into a single piece of creative which we replicated across different media channels.