ENSLAVED CHILDREN - SILK CUSHIONS by McCann Erickson Mumbai for Bachpan Bachao Andolan

Adsarchive » DM » Bachpan Bachao Andolan » ENSLAVED CHILDREN - SILK CUSHIONS

ENSLAVED CHILDREN - SILK CUSHIONS

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ryan Menezes
Creative Director Denzil Machado
Art Director Namrata Rao, Siddhi Yadav
Copywriter Aman Mannan, Manish Patel, Vilsen Gonsalves
Account Supervisor Benitta Jacob
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: BACHPAN BACHAO ANDOLAN - SAVE THE CHILDHOOD MOVEMENT
Product/Service: ANTI-CHILD LABOUR INITIATIVE
Agency: McCANN WORLDGROUP
Date of First Appearance: Oct 28 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Entry URL: http://www.childlabourfree.in/
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)
Executive Creative Director: Ryan Menezes (McCann Worldgroup)
Creative Director: Denzil Machado (McCann Worldgroup)
Art Director: Siddhi Yadav (McCann Worldgroup)
Art Director: Namrata Rao (McCann Worldgroup)
Copywriter: Manish Patel (McCann Worldgroup)
Copywriter: Vilsen Gonsalves (McCann Worldgroup)
Copywriter: Aman Mannan (McCann Worldgroup)
Production Manager: Sunil Chalke (McCann Worldgroup)
Embroiderer: Vasant Sakhare
Brand Manager: Mudit Trivedi (McCann Worldgroup)
Account Supervisor: Benitta Jacob (McCann Worldgroup)
Media placement: Direct Mailer - Direct Mail - 28/10/2009

Describe the brief/objective of the direct campaign.
The highly celebrated Arts & Crafts industry of India has some of the finest handicrafts in the world;Exquisite carpets, Handcrafted woodwork,Ornate ceramics, Hand embroidered silk & zaree goods. However it hides an ugly truth. 60 million enslaved children.Although there are laws against this, they are not enforced by the government. Our task was to wake the ministers up from their slumber and get them to actively enforce the laws against child labour.

Explain why the creative execution was relevant to the product or service.
By incorporating suffering children in the designs the handicraft itself exposed the ugly truth. Thus delivering the message through the handicrafts themselves.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We put together a team of skilled artisans from across industries, and redesigned the lead products of the industry. In this case, hand embroidered silk cushion covers.In these we incorporated suffering children in the designs. Thus exposing the ugly truth through the handicrafts themselves. This very truth was then hand delivered by rescued children to the doorsteps of key members of parliament along with our demands & a petition letter.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
All ministers who received the mailer not only signed the petition, but have sworn, on camera to take up the issue in the halls of democracy. With government support the rescue operations have stepped up. In the last couple of months alone 46 raids were conducted, 576 children rescued, 31 employers prosecuted. After a proper rehabilitation these children have been reunited with their families. The fight will continue, Until every child in India, is free.