Citizen Dentsu, Dentsu India’s specialised division for social communications, is partnering the Government of Delhi for the latter’s Campaign against Child Exploitation, called ‘Time for Change’. This is a year-long campaign and budgetary allocations will come from period to period.
A joint venture of the Department of Women and Child Development and Labour Department, Government of NCT of Delhi, ‘Time for Change’ taps the creative expertise of Citizen Dentsu, who has been awarded the creative and media duties for this programme. As part of this association, Citizen Dentsu has conceived and developed a 360 degree multimedia social welfare campaign to create greater awareness about children’s rights in general and against child labour in particular.
The ‘Time for Change’ campaign was inaugurated by Delhi Chief Minister Sheila Dikshit in the Capital on the occasion of Universal Children’s Day on Friday, November 20, 2009.
Speaking at the inaugural ceremony, Dikshit stressed that this programme was the need of the hour. She added that she was deeply moved by this campaign and had instructed the respective departments to take this across the length and breadth of Delhi, especially to all the industrial areas and localities known to report high levels of child abuse.
Commenting on this initiative, Sandeep Goyal, Chairman, Dentsu India, said, “Targeted at employers and the public at large, ‘Time for Change’ strives to generate mass empathy, inspiring citizens to become a change agent and curb child exploitation. Given Citizen Dentsu’s expertise in the realm of social communication, we are delighted to work closely with the Government of Delhi towards making Delhi a city free of child labour.”