ENSLAVED CHILDREN by McCann Erickson Mumbai for Bachpan Bachao Andolan

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ENSLAVED CHILDREN

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market India
Agency McCann Erickson Mumbai
Director Amol Sonawne
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
Editor Bhavin Mehta
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BACHPAN BACHAO ANDOLAN (SAVE THE CHILDHOOD MOVEMENT)
Product/Service: CHILD LABOUR FREE
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)
Brand Manager: Mudit Trivedi (McCann Worldgroup)
Account Supervisor: Benitta Jacob (McCann Worldgroup)
Production Manager: Robert Joseph (McCann Worldgroup)
Production Manager: Sunil Chalke (McCann Worldgroup)
Wood Carver: Sikandar Khan
Carpenter: Amar Sharma
Wood Polish: Akram Polishwala
Embroiderer: Vasant Sakhare
Embroidere: Jabbar Bhai
Film Chief: Zaheerali Furniturewala (McCann Worldgroup)
Director: Amol Sonawne (McCann Worldgroup)
Editor: Bhavin Mehta (McCann Worldgroup)
Media placement: Ambient - Outdoor - 28/10/2009
Media placement: Microsite - Online - 28/10/2009

Describe the objective of the promotion.
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 & zaree goods. However it hides an ugly truth. 60 million enslaved children. People who buy these products are unaware of this. Our task was to raise consumer awareness and gather as many petitioners to put pressure on the government to enforce the laws against child labour.

Describe how the promotion developed from concept to implementation
We put together a team of skilled artisans from across industries, and redesigned the lead products of the industry. In these we incorporated suffering children in the designs, thus exposing the ugly truth through the handicrafts themselves. We held a series of mobile exhibitions of these goods across street corners & stores across Delhi. We released small space ads, posters & emailers leading people to these exhibitions where consumers saw the ugly truth for themselves.

Describe the success of the promotion with both client and consumer including some quantifiable results
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.

Explain why the method of promotion was most 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.