It took a message from a ‘future’ child, an emotive vision of what a mother’s ‘future’ daughter could be, or not be, depending on her choices. We created a powerful piece of film content to showcase our message that ‘The first 28 days can help a child reach 5’. This was broadcast to the world via our advocacy plan of inspiring world leaders at UN; talking to a global audience through Digital; and reaching out to media dark regions such as extreme rural villages with our travelling cinemas. Our campaign created widespread impact, not just in India but resonated internationally despite the country specific nature of our creative.
We successfully targeted policy makers at the United Nations, helping to swing policy votes, and got the world talking about the tragedy of child mortality amongst under 5s.