Cannes Lions

VOTE FOR CHILD RIGHTS

BBH COMMUNICATIONS INDIA, Mumbai / CHILD RIGHTS AND YOU / 2014

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

With India’s 16th national elections coming up.

CRY wanted to get political parties to work towards legislature that prioritises child welfare.

But politicians make commitments to those who can vote them into power.

Since children don’t hold the right to vote, they are conveniently ignored.

We created the one thing that catches every candidate’s attention- a vote bank. A collective voice so powerful it cannot be ignored.

We took the symbol of our collective democratic power.

The little dot of ink that’s applied on the index finger of every person that votes. And recast it.

CRY introduced the ChildMark.

In total, we received over 1.4 million pledges.

We got free media coverage worth $ 1.6 million.

Politicians could no longer turn a deaf ear to our cause.

Every major political party has included Child Rights in their manifesto for the 2014 election.

The petition is now with the President of the nation.

Execution

The technique was hand drawn stop-motion. Each of the 500 frames, featured a different finger with the ChildMark symbol on it. The symbol interacted with the illustration and showed how our collective vote bank can better a child's life.

Outcome

In total, we received over 1.4 million pledges.

We got free media coverage worth $ 1.6 million.

Politicians could no longer turn a deaf ear to our cause.

Every major political party has included Child Rights in their manifesto for the 2014 election.

The petition is now with the President of the nation.

But this is just the start.

We have to make sure that the politicians keep the promises they have made.

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