Mudra rolls out 2nd phase of campaign for domestic child workers

MUMBAI: Domestic child labour has been prevalent in India and in order to increase awareness around the cruelties that are meted out to these kids, Mudra has rolled out the second phase of a campaign around the same. The campaign is for an NGO -- The National Domestic Workers' Movement, which has been around for two decades.



The NGO's vision is to create a society where domestic workers are treated as persons with dignity and justice and also envision a society where child domestic work is abolished and all children enjoy the right to education and full childhood.



Of the more than 200 million children working in the world, it is impossible to know how many are exploited in domestic service. The International Labour Organization (ILO), however, estimates that more girl-children under 16 are in domestic service than in any other category of work.

Hence, The National Domestic Workers' Movement has unleashed this new campaign at the Mumbai level to create awareness among people. As part of the awareness drive, two separate sets of activities will be rolled out in the print and outdoor medium.



The purpose of the media campaign is to generate awareness on vulnerability of children in domestic work. The campaign concentrates on children in domestic work.

Domestic workers, especially children, are paid well below minimum wage for unskilled and semi-skilled workers and they are discriminated against. Labour laws do not cover domestic workers and children in domestic work. Because of this, employers can hire, fire, and mistreat domestic workers at their will. Kids are more at risk as they are more vulnerable and exposed to physical and sexual abuse, and are more unaware of their rights than adults are.

Mumbai alone has an estimated 60,000 children between 5 - 14 years in domestic work and 80,000 between 14 - 18 years according to the National Sample Survey.

The broad objectives of the campaign is to:

Raise awareness about the vulnerability of children in domestic work

Create a link between development and education of all children

Make employers realise that the development of the country is linked to their own welfare, therefore send all children to school

To sensitise people towards the child’s right to education

To dissolve the societal myth that child domestic work is a solution to poverty

To remind people that children are human beings

Speaking to, Mudra associate creative director Sukumar Menon says, "Last month, we had rolled out a campaign for child domestic workers. It was a small budget campaign, which was rolled out in prime outdoor locations in Mumbai and in a couple of select magazines like Savvy and Showtime. The aim of the campaign was to bring about the point that domestic work isn't child's play. The second phase of the campaign that we have now rolled out takes that message further."

The second campaign focuses on the problem area of child trafficking. "Since this does not come under any specific labour act, it is an area where not much can be done except generate awareness among people through the campaign to treat child domestic labour properly. We laid an emphasis on the fact that the message in campaign flowed seamlessly from the previous one," said Menon.

The National Domestic Workers' Movement has not only rolled out this new campaign but is also looking at parallel activities like school audio-visual programmes and other literacy programmes to generate awareness among people. The aim is also to make an appeal to the government to club this under the law. "Mass media is just one aspect of the entire campaign against the ill-treatment and trafficking of domestic child workers. Unlike any other social cause, this issue has never been spoken about," informs Menon.

While the previous campaign had a advertising budget of Rs 350,000 - Rs 400,000, this time round, the budget has been tripled and hence there will be more activity around the issue.

While the first campaign broke in July, the second was rolled out in September and will run through November. The new ads, which tackles the issue of trafficking, shows a child in a toy box placed besides the Barbies and the Kens of the world in a retail outlet. Of course the price tag is attached with special offers to bring out the gravity of the situation.

Menon informs that the next campaign of the NGO would tackle another issue like education or vocational training of the domestic child labour. "The aim is to bring these issues to light and make the issue a talking point. All ads that we roll out will continue to have the same look and feel. We want to sensitise and make the audience feel socially responsible. We also want to raise awareness of a civil society where every child goes to school," says Menon.

Latest Reads
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories