Play for CRY
CRY wanted to sensitize people about the various issues facing children - like Girl child abuse, child education
and child labour - & communicate how CRY works around tackling these and how the users can contribute to
the efforts.
The campaign was themed ‘Ek din aayega / A day will come…we believe it will’ and was supported by offline
activities. They also wanted to generate donations through the online promotion.
The Core Thought: Since the campaign was connected with children, we wanted to make the whole exercise
fun and at the same time make users understand the seriousness of these issues.
The Final Idea: We created a destination with 3 games – Crossword, Hangman and Sudoku – all themed on
Child
Rights. The look and feel of the site was like a ‘writing slate’ so that it gelled with the theme and the core
thought.
Each game ran for 2 weeks with 2 different set of questions. The phrases/questions asked were related
to child
issues and users were supposed to guess the correct words/answers. Users could earn points either through
donating or by inviting friends to play. Mailers were sent to the registered users to update them on their scores
and about next week’s contest. There were weekly winners depending on the points accumulated by the users
and prizes were awarded.
The campaign gained momentum over the 6 weeks that it ran with no supporting online media campaign - only social media and e-mail marketing. Total donations generated were significant however cannot be disclosed.
Client