The Indian Association for Promotion of Adoption and Rediffusion, Mumbai have come together to create a campaign that tries to reach out to the people of Mumbai to promote adoption.
They are to be seen everywhere, on streets, at railway platforms, sleeping on pavements – they are the children of a lesser God, the destitute, orphaned children. People often give them a coin or two to ease their conscience perhaps, but apart from that these children have no one to turn to, no other help coming.
Keeping in mind this harsh reality, the Indian Association for Promotion of Adoption and Rediffusion, Mumbai have come together to create a campaign to promote adoption of destitute children.
Rediffusion has designed hoardings, posters and press ads for the campaign, which broke recently. For hoardings, Rediffusion zeroed in on two important junctions at Haji Ali and on Santacruz highway.
The agency has also put up posters across important adoption centres and family planning units in the city and at offices of all clients and prospects. Press ads are slated to appear in mainline dailies and magazines soon.
“Such has been the response of the hoardings and posters that continuous inquiries are pouring in from people who wish to adopt. We are pretty hopeful that we will be able to convert these inquiries into adoption and change lives of many kids around,” said Sudha Kini, Project Director, Indian Association for Promotion of Adoption.
Rediffusion Creative Supervisor, Shriram Mandale, and copywriter Tony Pereira, who conceived this campaign, said in unison, “In Mumbai, we observed the plight of orphan kids almost everyday and hence, we were keen on making people look at adoption in a positive way. We carefully chose well-known characters from the movie world, Mowgli (of ‘Jungle Book’ fame) and Tarzan, to spread the message without being preachy. Even if one child gets a home he truly deserves, we will consider our job done.”