SAREE by Publicis Beehive Mumbai for Rotaract Club

SAREE

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market India
Agency Publicis Beehive Mumbai
Creative Director Vivek Rao, Akash Das
Copywriter Denise D'silva
Illustrator Sahebrao Hare
Released December 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: ROTARACT CLUB OF MUMBAI SHIVAJI PARK
Product/Service: CHILD LABOUR AWARENESS CHARITY
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Dec 23 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
Entry URL: http://www.rcmsp.org
National Creative Director: Ashish Khazanchi (Publicis Communications)
National Creative Director: Prasanna Sankhe (Publicis Communications)
Creative Director: Akash Das (Publicis Communications)
Creative Director: Vivek Rao (Publicis Communications)
Art director: Ashish Phatak (Publicis Communications)
Art director: Siddhesh Khatavkar (Publicis Communications)
Art director: Snehal Bhuvad (Publicis Communications)
Copywriter: Denise D'Silva (Publicis Communications)
Illustrator: Sahebrao Hare (Publicis Communications)
Animator: Nitesh Patil (Publicis Communications)
Films: Istling Mirche (Publicis Communications)
Media placement: Online Advertising - Internet - 23rd December 2009

Describe the challenges and key objectives
People are aware of child labour, though not clued into the fact that a lot of products they bought secretly used it. The challenge was to open their eyes to this fact in a subtle and hard-hitting way.

Describe the brief from the client
Child Labour is still rampant in India, despite laws to ban it. Rotaract Club wanted to create awareness about this issue and highlight the fact that many products are actually the result of child labour, even if it isn't visible at first glance. The target audience was anybody and everybody who inadvertently buys a product using child labour.

Describe how you arrived at the final design
A simple solution was found. Rotaract decided to garner public support to urge the Indian government to enforce ‘No Child Labour’ tags on products. Regular posters with a message highlighting the exploitation and how to put an end to it-by voting online for 'no child labour' tags. These posters were stuck at malls, bookstores and retail outlets across the city. Banner ads on the internet, e-mailers and Facebook applications were also used to spread the message.

Give some indication of how successful the outcome was in the market
Within the first two weeks of the campaign, 5000 online votes for ‘no child labour’ tags, were received. We hope to garner at least 50,000 votes in order to urge the government to enforce this practice.