Cannes Lions

THE FACE OF CHILD LABOUR

BBH COMMUNICATIONS INDIA, Mumbai / CHILD RIGHTS AND YOU / 2015

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Case Film
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Case Film
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Overview

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Credits

Overview

Description

With the help of skilled artists and photographers, we created “the face of child labour” – an intricate art installation in the shape of a child’s face. We built it using tools of the dirty trade and shot a photograph of it that told a million stories in a few seconds. This piece of art was on display at Mumbai’s biggest mall, and then went on to become a poster and an emailer. It was also taken online, with a website and a digital film. Whatever the medium, every time people looked at the image, they were compelled to see the stories behind all those children stuck in child labour. The live installation was key in putting across the message via the hard-hitting, physical image of the child's face.

Execution

No matter what the medium, the image was the same hard-hitting one. Whether our audience received an emailer, saw the installation at their nearest mall, or saw a post with #StopChildLabour and/or #ProjectUnlearn on their social media news feeds. The visual of the child’s face was stark and told a greater story with every extra second spent on it.

Outcome

We raised 10.23 million Rupees, which was 4000 times the money we invested in the campaign. With close to 90,000 likes on Facebook, not counting thousands of Twitter mentions and online media coverage, “the face of child labour" was seen everywhere. #StopChildLabour and #ProjectUnlearn gained popularity on the web, sparking important conversations and spreading awareness around the issue. Better yet, 23,000 children were pulled out of child labour and enrolled in schools.

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