Cannes Lions

CHILD LABOUR FREE

McCANN WORLDGROUP, Mumbai / BACHPAN BACHAO ANDOLAN - SAVE THE CHILDHOOD MOVEMENT / 2010

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Overview

Entries

Credits

Overview

Execution

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.

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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