Netizens, for the first time in India, CRY launches a participatory global campaign - 'Race for CRY', an online Marathon aimed at spreading the message of Child Rights and garner support for the cause. All one needs to do is register at www.raceforcry.org

Everyone's an athlete! No training, no sports gear required. Just sport your belief and get racing into high gear. Create your own contestant in this virtual race, select the cause you want to support, and take your place in the starting line. Then partner CRY to restore child rights and get the boost you need to move ahead in the race.

Starting February 15, 2007 in the 'Race for CRY' a virtual marathon, participants across the globe will compete on a common platform for a period of 6 weeks. Sign on to www.raceforcry.org and run for prizes galore and a victorious childhood for all Indian children.

Speaking on launch of the virtual marathon Ingrid Srinath, Chief Executive, CRY said "News about children's rights being violated in India are flashed almost everyday. If that angers us, each one of us must seek the David within and chip away at this seemingly undefeatable Goliath. In a scenario where parents in rural and urban India battle everyday against age-old bias of caste, class and gender for their children's well being, a simple click of your mouse will encourage their efforts. Your participation in the 'Race for CRY' - virtual marathon is a vote of confidence, a symbol of the belief that we can together create an India in which ALL children have an equal chance to a childhood."

Supporting CRY in this endeavour is HDFC NRI banking. "We feel proud in partnering CRY in its endeavor to motivate people from across the globe to do their bit to improve the situation of Underprivileged children in India," said Shyamal Saxena, Executive Vice President, Retail Banking, HDFC Bank. "This is one cause that is very close to our heart and we relate to."

Staying ahead to win the race is easy - all one needs to do is collect points and maintain a high score. Points can be gained by donating, inviting more participants and logging on daily. Taking on an 'Avataar' your personalised profile and selecting a cause of choice, the participants will be rearing to go. You never know, they could be in close competition with your favorite 'Icon' - well known personalities from all fields who supporting the cause will be competing. Yet, the race is not so simple and easy to win - a few hurdles are placed along the track, making the participants rough it out, to move ahead.

The use of a viral medium to campaign for a cause globally by a non-profit organization in India is a first of its kind. Today, email and internet being the most personalized medium, CRY intends to leverage the tool to generate awareness about child rights and involve netizens in the cause. For an not-for-profit organization like CRY, this medium is cost-effective too.

The raceforcry.org is developed by M2W, part of the contests2win team.