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Candid Marketing executes ‘No Child Born to Die’ campaign

The on-ground activation programme took place at ten premiere colleges wherein students pledged to save the children

BestMediaInfo Bureau | Delhi | December 01, 2011

Recently, Candid Marketing developed an activation plan for Save the Children’s ‘No Child Born to Die’ campaign. During the execution, ten premiere colleges were approached wherein thousands of students participated in the form of an oath to save children. It also focused on demanding an increase in the health budget to 5 per cent of GDP.

Through the college contact programme, students were approached and educated about ‘Save the Children’ campaign via action cards and were asked to pledge support to the cause (by signing the action cards). A big graffiti wall was created wherein the students were invited to write a message and get a photo against the backdrop.

The campaign culminated  through an event on November 25, 2011, that witnessed social activist and actor Shabana Azmi asking the government to raise the health budget; Lushin Dubey’s powerful solo play on the issue; youth engagement; community and public action including  a signature campaign; as well as health workers convention across villages and cities demanding better healthcare for India’s children.

Also, music bands and theatre groups from colleges came up with acts to mark the evening of celebration joining in support of the cause. Human banners, standees, etc., were also used to promote the event and youth present were invited to speak/write their messages on the big graffiti wall.

Commenting on the campaign, Devika Sharma, Managing Partner, Candid Marketing said, “Creating awareness for a social cause is much more challenging since it is conceptualised with a motive to bring a change to the society and we always look forward to doing more such events.”

To give the mass action a wider visibility among the public and media in the capital, the Statesman House building in Delhi was used to project the college activation pictures on a huge 60 ft by 50 ft screen – the ’Wall of Fame’ – that showcased students making a pledge to the ‘Save the Children’ campaign. This activity is claimed to be a first by an NGO in India and provided huge public visibility for the issue. It helped establish a link between ‘Save the Children’ ongoing online campaign and offline activities. The combined action reached 6,000 young people at colleges and nearly 3 lakh people who were exposed to the spectacular stunt.

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