| Title | RESUME |
| Brand | CRY - CHILD RIGHTS AND YOU |
| Product / Service | CRY AWARENESS |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | GREY GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | GREY GROUP SINGAPORE, SINGAPORE |
| DM/Advertising Agency: | GREY GROUP SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Ali Shabaz | Grey Group Singapore | Chief Creative Officer |
| Joseph Cheong | Grey Group Singapore | Associate Creative Director |
| Ang Sheng Jin | Grey Group Singapore | Associate Creative Director |
| Joseph Cheong | Grey Group Singapore | Copywriter |
| Ang Sheng Jin | Grey Group Singapore | Art Director |
| Alex Tan | Grey Group Singapore | Art Director |
| Boo Wei Yi | Grey Group Singapore | Junior Art Director |
| Boo Wei Yi | Grey Group Singapore | Typographer |
| Alex Tan | Grey Group Singapore | Typographer |
| Bobby Koh | Grey Group Singapore | Producer |
| Harpi Sim | Nemesis Pictures | Photographer |
| Iskandar Abdul Kader | Grey Group Singapore | Senior Regional Art Buyer |
| Ong Ai Mai | Grey Group Singapore | Group Account Director |
| Yogita Verma Saighal | Cry - Child Rights And You | Director Resource Mobilisation |
| Ketan Desai | Grey Mumbai | Vp Head Retail Activation/Shopper |
Millions of children all over India are forced into child labour and the numbers are still climbing. Cry.Org, wanted people to be aware of this dire situation and help stop the exploitation.
All hiring process begins with a simple resume. Cry.Org sent out 2,000 ‘fake’ resumes to CEOs, MDs, GMs, and HR Directors of labour-intensive industries. Reading the resume soon revealed the shocking truth of how a little worker girl was exploited. Her application was denied, of course. But that was the whole idea.
It’s easy to highlight this situation to the masses. But that would be missing the point. Truth is, not everyone can make a positive change. People in the position to hire are the ones with the power to prevent child exploitation. By targeting these professionals, Cry.Org is one step closer to meeting its objective.
The low-cost direct campaign drove the average time spent on Cry.org up by 540%. In addition to a spike in site traffic, sign-ups for the Corporate Sponsorship Programme went up by 36%.