CHILDREN FOR HIRE

TitleCHILDREN FOR HIRE
BrandSAVE THE CHILDREN
Product / ServiceWWW.CHILDRENFORHIRE.COM
CategoryB04. Public Service, Charity & Fund Raising
EntrantPINSTORM Mumbai, INDIA
Entrant Company:PINSTORM Mumbai, INDIA
DM/Advertising Agency:PINSTORM Mumbai, INDIA

Credits

Name Company Position
Chetan Dani Pinstorm Copy Head
Sanjay Khare Pinstorm Design Head
Prathamesh Mirashi Pinstorm Copywriter
Shibani Ahuja Pinstorm Designer
Monica Thadani Pinstorm Designer

The Brief

Save The Children, a leading NGO working on children's issues wanted to gather people's support to help children caught up in child labour in India. Save The Children wanted a campaign that would would create awareness about child labour in India and compel people to take a pledge to discourage child labour in any form. Through the campaign, they wanted to reach out to maximum number of people during this span of time and spread their message effectively using the internet. No offline collaterals were to be developed to support the online campaign.

Creative Execution

The campaign put a light on one of the most disturbing truths of today's time viz. Child labour. The campaign was quite effective in creating awareness about the issue and involved a huge mass of Internet users to raise a voice against this social evil. It created a realization amongst people about their indirect involvement with this issue and instigated them to take action and put a halt to this malpractice.

Describe the creative solution to the brief/objective.

To come up with a creative solution, we delved deeper into the problem of child labour, studied the statistics and took a closer look at the problem of child labour in India. We discovered that the entire system involving purchasing and selling of kids as labourers functioned like a shop. The similarity in its operation gave us an idea of creating an online shop through which one could hire children. We decided to call this online shop 'childrenforhire.com'. A place where you could pick children for your business after taking a look at their profiles and job skills.

Results

More than 30,000 internet users took the pledge within the time span of 45 days. The site was a rage on the internet and was a topic of discussion for several days on leading social media platforms like Facebook and Twitter. The effort was appreciated by many renowned online social communities like 'Jaago Re' and celebrities like Kunal Kapoor and Dia Mirza.