#GiftChildhood
for Reliance General Insurance
A lot of business owners are still forcing children into employment. What’s more, the conditions in which they work are so inhumane and hostile, it’s permanently damaging their childhood. To create awareness and action change, Reliance General Insurance partnered with CHILDLINE, on Children’s Day, to launch #GiftChildhood.
We learned that videos on Instagram, Facebook and Twitter run on auto-mute. We used this native feature to shake our audience and create awareness about the cause.
On Children’s Day, people on Instagram, Facebook and Twitter saw videos of beautiful things being created. For example, hands adding intricate embroidery to a kurta.
The penny drop moment happened when the viewer unmuted the video. It was then that they realized that behind the making of these beautiful crafts, was the cries and agony of the child making them.
