We asked India’s 23 million Twitter users to tweet what they normally would. But do it in ALL CAPS only. And add a hashtag, #DONT_EMPLOY_LITTLE_ONES. This turned every tweet into a statement against child labour.

The three-day campaign was executed with a budget under $14000.

It was preceded by an enrollment phase for a Thunderclap. We invited Twitterati to support the cause by sharing their social reach to help the message reach out to as many people as possible.

On launch day, the campaign was simultaneously initiated by Reliance General Insurance and CRY. The Thunderclap that followed proved to be the tipping point, helping garner real time reach and momentum.

People took over from there and began tweeting in all caps, along with the hashtag. This generated a groundswell of support against child labour, which travelled across the world.

The campaign reached out to over 52 million people across 53 countries.

The hashtag trended at No.1 in India (within 6 hours), and at No.4 worldwide (within 12 hours).

Overseas NGOs like Save the Children, World Faith USA, CIFF London, NGO Social Zambia, and several others echoed the message.

National and international media like The New York Times, Reuters, Huffington Post, Yahoo, Gulf News, Kuwait Times, IANS, Times of India, Economic Times, Business Standard and over 100 others featured the campaign.

Indian icons like cricket legend Sachin Tendulkar, chess grandmaster Vishwanathan Anand, tennis ace Mahesh Bhupathi and Bollywood superstar Amitabh Bachchan, among others, came forward to participate in the campaign.

Making an impact that went far beyond awareness, the campaign inspired people to stand up to child labour in their individual capacities, creating hope for real change at the ground level.