BBH India has created a campaign for US-based children’s charity CRY America to combat illiteracy in India.
The creative work features a child breaking out of a thumbprint, which is a symbol of illiteracy in India as people who cannot read or write use a thumbprint instead of their initials to share their identity.
The campaign, in which the thumbprint is depicted as a maze, a valley and a forest, is running a microsite, eDMs, digital banners and also as posters.
Subhash Kamath, CEO and managing partner of BBH India, said in a press release: “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 and 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.”
The agency says it has entered the work for this year’s Cannes Lions awards show in the outdoor category