MUMBAI: Arpan, a NGO working to address child sexual abuse says that the sixth edition of Child Safety Week marks a pivotal moment in its fight against child sexual abuse. It will launch a campaign directly addressing child sexual abusers, which aims to send a message: Stop Right Now Or Get Caught! India’s children are #ProtectedByPOCSO.
This campaign aims to hold abusers accountable and ensure they know they cannot escape justice. Launching during Child Safety Week (14–20 November), the campaign will roll out with Mumbai Metropolitan Region Development Authority (MMRDA), Thane Municipal Corporation (TMC), and Brihanmumbai Electric Supply and Transport (BEST) partnering with it to amplify the message across public transport. The campaign will aim to reach millions nationwide through movie theaters, OTT platforms, hoardings, schools, and social media.
Key Message of the Campaign: There are strong consequences for CSA perpetrators: legal consequences in line with POCSO Act 2012, as well as social consequences.
Communication Mediums During the Campaign
● BEST and TMC Buses
○ An event with TMC to kickstart the campaign, followed by internal and external branding on buses
● Metro Trains
○ Launch to the campaign with an event in collaboration with MMRDA followed by internal branding on metro
● Theaters and OTT
○ Theaters and OTT will run the campaign video
● Billboards
○ Billboards with our message and
● Offline activation
○ A physical installation outside schools and public spaces with a school uniform with a message #ProtectedByPOCSO
● Influencers and Celebrities
○ Social Media Campaign kickoff with VIdya Balan on her handle
Events During the Campaign
● MMRDA Event (Date: 16 November 2024 Tentatively 11 am Onwards) – Launch Event in Dahanukarwadi station where the branding of the campaign message on Metro Train and stations will be launched attended by MMRDA MD Rubal Agarwal
● TMC Event (14 November 2024 Tentatively 4:30 pm Onwards) – Launch Event in Thane of the launch of the partnership with TMC Buses.
● Mumbai Police (13 November 2024) – Soft Launch of the campaign and announcement of the partnership with Mumbai Police
