NO CHILD BRIDES

TitleNO CHILD BRIDES
BrandCHILD SURVIVAL INDIA
Product / ServiceCHILD SURVIVAL INDIA
CategoryB03. Illustration
EntrantHAVAS WORLDWIDE INDIA Gurgaon, INDIA
Entrant Company HAVAS WORLDWIDE INDIA Gurgaon, INDIA
Advertising Agency HAVAS WORLDWIDE INDIA Gurgaon, INDIA
Production Company UNCOMMONSENSE COMMUNICATIONS New Delhi, INDIA

Credits

Name Company Position
Satbir Singh Havas Worldwide India Pvt. Ltd. Chief Creative Officer
Ravi Raghavendra Havas Worldwide India Pvt. Ltd. Executive Creative Director
Prakhar Kant Jain Havas Worldwide India Pvt. Ltd. Creative Group Head
Nikhil Guha Havas Worldwide India Pvt. Ltd. Creative Group Head
Sumit Sond Havas Worldwide India Pvt. Ltd. Visualiser
Mukul Angral Havas Worldwide India Pvt. Ltd. Account Manager
Abhishek Kumar Havas Worldwide India Pvt. Ltd. Associate Account Director
Ila Negi Havas Worldwide India Pvt. Ltd. Account Manager
Sourav Ray Havas Worldwide India Pvt. Ltd. Chief Stratergy Officer
T A Vijayraj Havas Worldwide India Pvt. Ltd. Senior Creative Director
Anil Chawla Anil Chawla Photography Photographer
Mahinder Singh Havas Worldwide India Pvt. Ltd. Graphic Designer
Rishi Kumar Saxena Havas Worldwide India Pvt. Ltd. Graphic Designer
Ashutosh Joshi Uncommonsense Films Executive Producer
Viivek Pant Uncommonsense Films Dop Lighting Cameraman
Kshitij Prakash Uncommonsense Films Director
Praveen Chunar Uncommonsense Films Sound/Editing
Atyukti Pachauri Havas Worldwide India Pvt. Ltd. Copywriter
Niharika Malhotra Havas Worldwide India Pvt. Ltd. Copywriter

Brief Explanation

Reaching out to the change-makers for support in itself was an eye-opener. It was shocking to see how little they knew about the severity of child marriage. Further digging revealed there was widespread lack of awareness about its impact on young girls, despite it affecting 39000 girls every day. With this social evil being prevalent in rural silos, it was difficult for change-makers, who live in cities, to relate to the issue. So, we set the following as our goals & success measures: 1. Create awareness at a national level 2. Mobilize financial support to end child marriage

The Brief

There are 24 million child brides in India. That’s 40% of the world’s child brides. Despite that, in October 2013, India rejected the UN’s first-ever global resolution to fight child marriage. Shocking? No! But, this news failed to capture any attention. In fact, child marriage is a social evil that has always been brushed under the carpet by India’s leaders and policymakers, despite its magnitude. So, Child Survival India, an NGO based in New Delhi wanted to activate the entire nation and end this indifference. But they couldn’t afford a mass media campaign.

How the final design was conceived

Married Indian women wears a red bindi, a red dot on the forehead. So we decided to created a 6x4 feet illustration of a girl child with white bindis to protest child marriages. Over four months, 39000 white bindis, each of them 7.5mm were coloured and applied by hand to get the real contours of a girl child's face. We made the installation interactive, to inform people about the magnitude of the problem. A spotlight was used to make the otherwise white bindi, appear red. When a person steps in front the red bindi turns white.

Indication of how successful the outcome was in the market

In just 45 days, the installation garnered 22 million impressions. It sparked conversations about child marriage with Bollywood, fashion fraternity and social media celebrities extending support. This generated many articles/features in national and regional newspapers reaching 9.2 million readers. Most importantly, all the money and awareness we have raised so far, is helping Child Survival India to conduct awareness workshops for adolescent girls in 160 villages across India. All this was achieved without any media spend. In fact, the only money we spent was on buying 1,00,000 white bindis, which was just 7000 rupees (83 euros)!