In India there are presently 40 million child labourers as young as 7 years old working up to 12 hours a day are being exploited for very little in return. Many in the shoe industry. The Magical Light Foundation is a NGO that operates in Asia wants to build a new vocational institute to house and educate these and child labourers from slums in Gorakphur, India. Awareness was needed to fund this project.

Since December, the team had plan and flew to India to do research on the situation of child labourers in India. The online store was set up first, and as it gained traction, we were busy on ground setting up the installations and exhibitions. While the online store saw organic and viral growth amongst a larger audience of online shoppers looking for purchases relevant to the issue at hand, the on-ground execution aimed to speak personally to the youth – from students to young adults, providing them a tactile and personal experience that is also social media sharing-friendly. The campaign was activated across 7 markets in Asia.