Brief Explanation

Politicians make commitments to only those who can vote them into power. Since children don't hold the right to vote, they are conveniently ignored.

The Brief

In India, 400 million children still don't have access to education, healthcare and two meals a day. With India's 16th national elections coming up, CRY wanted to get political parties to work towards legislature that prioritises child welfare.

How the final design was conceived

We took the symbol of our collective democratic power. The little dot of ink that's applied on the index finger of every person that votes. And recast it. CRY introduced the ChildMark. The technique we used was hand drawn stop-motion. Each of the 500 frames, featured a different finger with the ChildMark symbol on it. The symbol interacted with the illustration and showed how our collective vote bank can better a child's life.

Indication of how successful the outcome was in the market

In total, we received over 1.4 million pledges. We got free media coverage worth $1.6 million. Every major political party included Child Rights in their manifesto for the 2014 election. The petition reached the President of the nation.