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CRY spreads awareness about voting for child rights

BBH creates a campaign around the childmark, a yellow dot symbolising your vote for child rights. The campaign is being driven online and on-ground

BestMediaInfo Bureau | Mumbai | February 20, 2014

cry-tvc Click on the image to watch the TVC.

Child Rights and You (CRY) and BBH India, CRY’s creative partner, have joined hands to spread awareness about the importance of voting for child rights in India as part of CRY’s nationwide campaign ‘Vote for Child Rights’.

CRY works towards sustainable change by ensuring all children receive their rights. The ‘Vote for Child Rights’ campaign aims to pursue political candidates to ensure due emphasis is given to child rights in their party manifestos. The mission was to make politicians stand up and take notice.

Instead of a simple pledge, BBH India did something unique and created a vote bank. Strength in numbers encourages the audience, and a vote bank in itself is what politicians pay attention to. BBH created a campaign around the childmark, a yellow dot symbolising your vote for child rights. The campaign was driven online and on-ground.

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.”

The film demonstrates, in the simplest manner, how the yellow childmark and a vote bank can make all the difference. Essential child rights were highlighted including the right to education, nutrition, protection and most importantly, the right to a childhood.

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. Having a lovely idea is great, but having the in-house talent to make it come alive is truly rewarding. The team worked their fingers to the bone for weeks and weeks to get the writing, illustration, animation, photography, direction and post-production just right. We have to thank the client though, for the immense patience they had while we developed, scrapped and redeveloped things.”

Emphasising on the importance to reach out to politicians and public through this campaign, Anita Bala Sharad, Director, Resource Mobilisation at 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.”

You too can watch the film and pledge at www.CRY.org/voteforchildrights. No matter what happens this election, make children win.

BBH is now a creative network wholly owned by the Publicis Groupe. BBH India was founded in 2009 and since then has grown very rapidly to a staff strength of 70 people and manages a portfolio of diverse clients and brands that include Unilever, Marico, Diageo, Skoda, Red Bull, DSP BlackRock, Romedy Now, Movies Now and World Gold Council, amongst many others.

The TVC:



Client: CRY India

Agency: BBH India

Chief Creative Officer: Russell Barrett

Chief Executive Officer: Subhash Kamath

Creative Director(s): Russell Barrett, Manish Darji

Director(s): 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 Producer(s): Sushma Joseph, Rishit Mehta

Agency Producer: Stuti Guha

Director of Photography: Saish Kambli

Editor: Sushma Joseph

Music Director: Aaron Drakes


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