Child Rights and You (CRY) has inaugurated its 'Girl Interrupted' campaign, which creates awareness about what happens in girls' educations because of social, financial, and gender-based interruptions. This is just a part of the mass movement called Poori Padhai Desh Ki Bhalai, which explains how interrupted education affects not only the individual girl but India at large.
The 'Girl Interrupted' campaign focuses attention on millions of girls in India whose educational journeys are stalled, particularly at the secondary level. By focusing attention on social norms, financial hardships, and gender biases that disrupt girls' schooling, CRY makes a strong point of how urgent it is that girls complete their education to build a better future for both the nation and for themselves.
The campaign includes visuals and stories that ignite thought-provoking ripple effects due to disrupted education. From provocative videos to country-wide awareness drives, the message at every step reflects the imperative need for continued secondary education for girls to remain untouched. The creative helm is steered by TistaThinks, who instead of emphasizing the personal repercussions of the loss of schooling, bases it on the overall consequence to society, arguing national development goes hand in hand with women's prosperity.
Puja Marwaha, CEO of CRY, said that the first phase of Poori Padhai Desh Ki Bhalai was successful in enrolling 1,90,060 girls in schools and gained significant community support. For the new campaign, CRY has done social media mobilization, made a film to expand its message, and displayed posters on metro trains in Mumbai and southern India. Community walks in South India and Pune will further seek local support mobilization.
This campaign is a clear call to address the educational disruption faced by girls, with the broader message that uninterrupted education is not just a right but a national necessity.
Excellent Publicity, Ahmedabad-based advertising agency, successfully executed the 'Girl Interrupted' campaign. The firm helped CRY increase its outreach through effective transit advertising and innovative outreach strategies across multiple platforms on a large scale.
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