Campaign India Team
Feb 24, 2014

CRY highlights children’s issues before the elections

Watch the ad film conceptualised by BBH

wide player in 16:9 format. Used on article page for Campaign.

Non profit organisation Child Rights and You (CRY) has launched a nationwide public service campaign – ‘Vote for Child Rights.’ The campaign comprises of an animated film conceptualised by BBH that highlights the importance on voting for child rights.

The film targets political candidates asking them to give emphasis on child rights in their party manifestos and asks voters to vote for the parties that do so. Essential child rights including the right to education, nutrition, protection and the right to a childhood are highlighted in the film.

The film opens with a young boy lugging a heavyweight object with difficulty. On the side of the screen a finger appears and is marked with a yellow dot (signifying the vote cast) The boy then leaves his luggage and is shown playing with the yellow dot that converts into a football. The film moves to a young girl who is getting drenched in a heavy downpour. She soon comes across the same yellow dot that has now taken the form of an umbrella. She picks it up to protect herself from the rain. A young child is shown studying with the help of a candlelight that flickers. The yellow dot now makes an appearance in the form of a lamp that is suspended from the ceiling and brightens up the room so that she can read with ease. The film then features a boy sitting forlornly with an empty plate in front of him. Soon, the yellow dot takes the form of an egg and is shown cooking on the stove. The super appearing on the screen reads ‘Vote for child rights’ with the yellow dot on the finger transforming into an orange, stethoscope, cover of a medicine bottle and so on. The voice over explains, “Before this election, lets vote to make children’s issues a priority. If we all do that then we change the future of India’s children.”

On the campaign, Subhash Kamath, CEO and managing partner BBH India said, “Child Rights is a very real issue. People don’t fully understand the concept, so we wanted to bring it right up front. Not with a predictable lecture on the issue, but with an inspirational film. We wanted to make it interesting so people will engage and share it with friends.”

On the making of the film, Russell Barrett, CCO and Managing Partner BBH India said, “The first bit of creative thinking was to suggest that to get politicians’ attention; we have to create a vote bank. That’s exactly what we set off to do.”

Anita Bala Sharad, director, resource mobilisation, CRY said, “This campaign aims to urge politicians to put children first and the general public to vote for a party that does so. While several nationwide initiatives and policies are in place to protect children against violation of their rights, there is a visible lack of political will to implement the same. We wanted to highlight the support we can garner from public to ensure that the parties take notice and that the best interest of the child be put at the centre of all policy, legislation and practice. BBH has beautifully depicted the rights of the child and how a vote in support of the same can bring about a lasting change in the child’s life.”

Credits:

Client: CRY (Child Rights and You) India
Creative agency: BBH India
Chief creative officer: Russell Barrett
Chief executive officer: Subhash Kamath
Creative directors: Russell Barrett, Manish Darji
Directors: Manish Darji, Sushma Joseph
Copywriter: Malhaar Rao
Illustrator: Manish Darji
Managing director: Arvind Krishnan
Head of strategy: Sanjay Sharma
Visual design concept: Manish Darji
Business director: Sunil Tulsiani
Account manager: Rajeev Roy
Account team: Anas Dalvi
Planner: Yudhishthir Agrawal
Executive producers: Sushma Joseph, Rishit Mehta
Agency producer: Stuti Guha
Director of photography: Saish Kambli
Editor: Sushma Joseph
Music Director: Aaron Drakes

Source:
Campaign India
Topics