OgilvyOne India’s Twitter campaign on child labour catches international attention

A twitter campaign aimed at raising awareness for the growing problem of child labour in India has managed to gain worldwide traction. Created by OgilvyOne India in partnership with Reliance General Insurance and Child Rights and You (CRY), the campaign uses the hashtag #DONT_EMPLOY_LITTLE_ONES and urges twitter users to tweet whatever they ordinarily would, but using only all caps. And hence avoiding the usage of ‘little ones’.

The results so far –

• Campaign trended globally at No 4 and No 1 in India over 3 days

• Supported by celebs including sporting legends Vishwanathan Anand, Mahesh Bhupathi, Harbhajan Singh, Sachin Tendulkar; Bollywood stars Soha Ali Khan, Kunal Kemmu, Amitabh Bachchan; youth icons Jose Covaco, Shibani Dandekar

• Picked up by the global press including the New York Times, Huffington Post, Gulf News, Thompson Reuters

• The campaign has managed to achieve a global reach that spreads from USA and Canada to Scandinavia, Africa, Asia and Australia (campaign impact map attached)

• NGOs from USA, Africa, Canada, Bangladesh, Nepal and the Middle East also joined the cause as part of the campaign