Child Rights & You (CRY) is one of the biggest advocates for Child Rights in India. They wanted to carry out a fundraising campaign – FULL (Fighting Undernourishment Little by Little) for undernourished kids.
To start with, we followed an insight that 'An undernourished child for the first two years of its life, suffers from several physical disorders forever'. Based on this, we created an entire digital campaign with powerful messaging and impactful imagery. This thought-provoking campaign helped CRY raise Rs. 1 crore within 45 days.