Cannes Lions

ANTI-CHILD LABOUR INITIATIVE

McCANN WORLDGROUP, Mumbai / SAVE THE CHILDHOOD MOVEMENT / 2010

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Overview

Entries

Credits

Overview

Execution

We put together a team of skilled artisans from the carpet industry,And weaved the crying carpet and placed a pressure sensitive sound chip under it.We also weaved suffering children in the design.Thus exposing the ugly truth through the handicraft itself.We then placed the carpets at several arts & crafts exhibitions, malls and mutliplexes across the country.When people walked on them, they heard children cry.When they stopped in shock and took a closer look, they saw the children toiling away in the carpet.A floor sticker led them on to a microsite where they could sign a petition against child labour.

Outcome

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 alone46 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.

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