BBH India ‘s campaign for CRY America aims to catalyze the movement for child education

According to the 2014 Education For All Global Monitoring Report (GMR), India currently has the largest population of illiterate adults in the world with 287 million. This is an alarming 37 per cent of the global total. With their firm belief in education for all children as a powerful tool for advancement, Child Rights and You (CRY) America, launched its ‘Right to Write‘ campaign to ensure children across CRY America supported projects in India go to school and complete their education.

The aim of this campaign is to encourage individuals to become donors and partner with CRY America in the fight against illiteracy. For this, BBH India conceptualized a thought-provoking image of a child breaking out of a thumbprint. The thumbprint, which is commonly used to denote identity, becomes a symbol of shame and illiteracy when used in lieu of a written signature – ‘Angootha Chaap’ as one would call them in India. To demonstrate the treacherous snare of illiteracy and obstacles that come in the way of a child’s education, three different ads have been created wherein the thumbprint is depicted as a maze, a valley and a forest; with a child making his way out in each.

These children grow up to be adults who can’t read a newspaper, can’t read job ads, street signs or even a bus schedule, robbing them of dignity and hope. Through this campaign, CRY America aims to mobilize resources and share efforts done at the grassroots level with their project partners in India to ensure children in India get access to education, before it’s too late.

For the imagery, BBH commissioned various Indian artists to recreate the fingerprint in the form of a maze, valley and forest using a unique form of paper art called quilling.

Speaking about the campaign, Shefali Sunderlal, President and CEO, Child Rights and You America said, “Educating a child sets off a cycle of positive change and breaks the inter-generational trap of poverty and deprivation that lack of schooling ensues. An educated child is empowered to stand up against injustice  and will get an opportunity to grow, develop and flourish to his or her full potential.

She added, “This campaign will not just shed light on the situation of education for India’s children to the world community but will also make them realize how they can support to ensure these children aren’t deprived of this basic right.”

Russell Barrett, Chief Creative Officer & Managing Partner said, “A lot has been said about the need for child education but there are very few things actually getting done. Through this campaign we tried to help people feel the stifling, suffocating, despair of illiteracy (depicted through the thumbprint) and the hope that escape from its oppression brings.”

Subhash Kamath, CEO & Managing Partner, BBH India adds “Everything we do for C.R.Y has a real and lasting impact on society. So this is more than just a client or a campaign for us. It’s a way to use our strategic & creative thinking to make a real difference to the lives of children in this country. Education is both the single biggest challenge and opportunity. So we’re hoping this campaign will open more eyes and hearts and eventually, bring in more generous donors to catalyse this much-needed change.”

Credits –

Business Partners: Monisha Khanna, Ankita Kadambande