Title | NO CHILD BRIDES |
Brand | CHILD SURVIVAL INDIA |
Product / Service | CHILD SURVIVAL INDIA |
Category | B03. Illustration |
Entrant | HAVAS 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 |
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 |
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
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.
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.
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)!