Cannes Lions

CHILD LABOUR AWARENESS CHARITY

PUBLICIS COMMUNICATIONS, Mumbai / ROTARACT CLUB OF MUMBAI / 2010

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Overview

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Credits

Overview

Description

Child Labour is still rampant in India, despite laws to ban it. Rotaract Club wanted to create awareness about this issue and highlight the fact that many products are actually the result of child labour, even if it isn't visible at first glance. The target audience was anybody and everybody who inadvertently buys a product using child labour.

Execution

A simple solution was found. Rotaract decided to garner public support to urge the Indian government to enforce ‘No Child Labour’ tags on products. Regular posters with a message highlighting the exploitation and how to put an end to it-by voting online for 'no child labour' tags.These posters were stuck at malls, bookstores and retail outlets across the city. Banner ads on the internet, e-mailers and Facebook applications were also used to spread the message.

Outcome

Within the first two weeks of the campaign, 5000 online votes for ‘no child labour’ tags, were received. We hope to garner at least 50,000 votes in order to urge the government to enforce this practice.

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