CRY THUMBPRINT

TitleCRY THUMBPRINT
BrandCRY - Child Rights and You
Product / ServiceCHILD RIGHTS AND YOU
CategoryB04. Posters
EntrantBBH MUMBAI, INDIA
Idea Creation BBH COMMUNICATIONS INDIA Mumbai, INDIA

Credits

Name Company Position
Monisha Khanna BBH India Account Executive
Rutika Shroff BBH India Account Manager
Sapna Ahluwalia BBH India Creative Director
Yohan Daver BBH India Copywriter
Sean De Jervis Sequeira BBH India Copywriter
Russell Barrett BBH India Chief Creative Officer
Subhash Kamath BBH India Chief Executive Officer
Rebecca Daniel BBH India Art Director
Chetan Mahajan BBH India Art Director
Shirin Kekre BBH India Art Director
Anant Nanvare Freelancer Illustrator
Pratim Shankar Freelancer Photographer
Saish Kamble Freelancer Photographer
Avinash Mahadik BBH India Retoucher
Reema Asrani BBH India Agency Producer
Ankita Kadambande BBH India Account Executive
Abhijit Kalan BBH India Art Director
Kushal Birari BBH India Art Director

The Campaign

We made the thumbprint the symbol of all the barriers they encounter from their lack of access to education. The thumbprint was depicted as a maze, a valley and a forest. With a child shown escaping each.

Creative Execution

Using a form of paper art called quilling, we hand-made each individual execution. The children used in the ads were from CRY Relief Areas.

Indication of how successful the outcome was in the market

Awareness on the issue rose, leading to an increase in the number of first-time donors to CRY. Our efforts will help over 550 children get an education and get their real identities back.

Since, we were trying to engage with consumers in a region that's several times more developed than India, we decided to create a campaign that would remind people of the many privileges they've been able to enjoy thanks to education. Our Target Audience was Non-Residential Indians in America as well as existing CRY donors.