Brief Explanation

CRY wanted to draw attention to the growing menace of Child Labour and eradicate the problem from its roots. CRY wanted us to raise 10 million rupees to rescue thousands of children out of labour and put them back to school. The target audience of the campaign was primarily 25-45 year old working professionals.

The Brief

Established in 1979, CRY (Child Rights and You) is one of the oldest and most respected non-profit organisations in India. For most people in India, relief means donating money to NGOs who provide food or books for the children. These contributions do not solve the larger problem i.e. food, education and healthcare. To realise CRY’s vision of ensuring happy, healthy and creative children; their rights need to be protected.

How the final design was conceived

We called the campaign ‘Project Unlearn’. Through art, we tried to highlight the plight of child labourers. We created a giant art installation in the shape of a child's face with the help of brooms, firecrackers, cycles, saw dust and every other tool most child labourers would have to use. The installation was placed in Mumbai’s biggest malls as well as used in our online campaign 'The Face of Child Labour'. Every medium projected the same hard-hitting image of 'The Face of Child Labour'. We engaged our audience through posters, e-mailers, installations and a website with an option for online donation. The buzz created through the installation made people click pictures and upload it on Facebook and other social media sites. This sparked online conversations resulting in debates and inflow of healthy donations.

Indication of how successful the outcome was in the market

The campaign sparked instant conversations online. The three day activity turned into a ten day activity which helped raise 12.3 million rupees against our objective of 10 million. On children’s day, a street play was performed on child labour, our film received tens of thousands of views and many thousands more shared the campaign online. CRY, with the help of this campaign, was successful in highlighting the plight of these children. That's not all. The campaign managed to garner generous donations which helped in rescuing 28,000 children from the clutches of Child Labour.