SILK CUSHIONS by McCann Erickson Mumbai for Child Labour Free

Adsarchive » Promo , Case study » Child Labour Free » SILK CUSHIONS

SILK CUSHIONS

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

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: 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)
Brand Manager: Mudit Trivedi (McCann Worldgroup)
Account Supervisor: Benitta Jacob (McCann Worldgroup)
Production Manager: Sunil Chakle (McCann Worldgroup)
Embroiderer: Vasant Sakhre (McCann Worldgroup)
Media placement: Ambient - Exhibitions And Arts & Crafts Shows - 28/10/2009

Results and Effectiveness
More than 33,000 petitioners have already joined the petition. The people came out on to the streets to support the cause. The government was forced to respond. Mr. Mangat Ram Singal, Labour Minister of Delhi along with several members of parliament have already joined the fight against child labour. With government support, 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.

Creative Execution
We put together a team of skilled artisans from across industries, and redesigned the lead products of the industry. In this case, silk cushions. In these we incorporated suffering children in the designs thus exposing the ugly truth through the handicrafts themselves. We then put these up at exhibitions & various Arts & Crafts stores across the country with a price tag that revealed this ugly truth.

Insights, Strategy & the Idea
The highly celebrated Arts & Crafts industry of India is responsible for some of the finest handicrafts in the world. Exquisite carpets, handcrafted woodwork, ornate ceramics, hand embroidered silk & sari goods. However it hides an ugly truth. 60 million enslaved children. People who buy these products are unaware of this ugly truth. Our task was to raise consumer awareness.