The Brief

With India's 16th national elections coming up. CRY wanted to get political parties to work towards legislature that prioritises child welfare. But politicians make commitments to those who can vote them into power. Since children don't hold the right to vote, they are conveniently ignored. The target audience, was every voter in India.

Creative Execution

There are 400 million children in India. Most of them still don't have access to education, healthcare and two meals a day. With India's 16th national elections coming up, we wanted candidates to add 'Child Rights' to their manifestos.

Describe the creative solution to the brief/objective.

We created the one thing that catches every candidate's attention - a vote bank. A collective voice so powerful it cannot be ignored. 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.

Results

In total, we received over 1.4 million pledges. We got free media coverage worth $ 1.6 million. Politicians could no longer turn a deaf ear to our cause. Every major political party included Child Rights in their manifesto for the 2014 election. The petition reached the President of the nation. But this is just the start. We have to make sure that the politicians keep the promises they have made.