There are 24 million child brides in India. Despite that, India rejected the UN’s first-ever global resolution to fight child marriage. So, an NGO- Child Survival India wanted to activate the entire nation and end this indifference. But they couldn't afford a mass media campaign.

Because every married Indian woman wears a red bindi (a red dot on the forehead). We decided to go to the masses and launch a peaceful movement against child marriage; by asking them to wear a white bindi (a white dot).

Over 4 months, we created a 6x4 feet art installation of a girl child with 39,000 white bindis; because 39,000 girls become child brides every day. Wherever it travelled, its interaction with the viewer made them aware of the magnitude of this social evil. It urged them to wear a white bindi and spread more awareness.

In just 45 days, the white bindi has reached out to 160 villages and caught on like wildfire everywhere. From malls, restaurants, college campuses, the fashion world and even Bollywood, it’s activating Indians and providing hope to millions of child brides. And most importantly, it’s changing and educating India, one place at a time.

In March 2014, we unveiled our interactive art installation at India’s biggest cultural hub- the India Habitat Center. On its first day, the installation had an audience of 750 people. In fact, it raised 65,000 rupees (enough to sponsor 4 village awareness workshops). Then, over the next 24 days, we took our installation to various public places like malls, restaurants, business districts and college campuses.

Seeing how gladly people were joining in, we told India’s leading fashion designer about the white bindi movement. He instantly agreed to take it to the Lakme India Fashion Week stage. Thereof, the earned media coverage amplified our initiative. Concerned Indians have started following us on Facebook and Twitter. And many of them are volunteering their support, with each passing day.

Now our plan is take it to every corner of India. So we can change and educate every village, every city, dot by dot.

In just 45 days, the installation garnered 22 million impressions, 32 articles in national dailies, received 5,210 likes, sparked conversations about child marriage and achieved a click to conversion ratio of 61.5%.

It managed to sell 60,000+ white bindis, initiate 1.5 million college volunteers and most importantly, all the money and awareness we have raised; is helping Child Survival India in conducting awareness workshops for adolescent girls in 160 Indian villages.

All of this, was generated without any media spend. In fact, the only money spent was on buying 1,00,000 white bindis, which was just 7000 rupees (83 euros).