10Q creates installation for CRY in a creative bid against child labour


CRY works towards ensuring basic child rights for underprivileged children in India. Millions of children are subjected to child labour in some form or the other in our country. Child labour prevents children from going to school thereby leading them to be a part of a vicious cycle which is difficult for them to break away from easily. In an endeavour to ensure 28,588 children are put to school and not work - CRY launched Project Unlearn, which targets children who are exposed to areas which are beyond the call of their age.

To bring this message to life CRY collaborated with 10Q Design (an initiative of CRI Events pvt ltd & E-Factor entertainment pvt ltd ) and installed a life size structure of a child's face covered with chai glasses (most obvious space of child labour understood in an urban context) at DLF Cyber Hub, Gurgaon.

The thought was creatively planned, designed and executed by 10Q (an initiative of CRI Events & E-Factor Events)

The intention was to spread the message in a contextual manner - people were asked to remove a glass from the face by donating Rs 200 towards the cause - which would lead to reveal the smiling face of the child. The amount raised from the initiative would be used towards putting children subjected to child labour to school.

An interactive experience, a message delivered loud and clear, an emotional connect, and people go home feeling good- Checks all our boxes towards the makings of a great initiative!

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