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Award-winning PR campaign for ‘Bharat Yatra’ against child abuse in India spurs anti-trafficking bill clearance and aids global ‘100 million for 100 million’ campaign.

Award-winning PR campaign for ‘Bharat Yatra’ against child abuse in India spurs anti-trafficking bill clearance and aids global ‘100 million for 100 million’ campaign.

TOPLINE ACCOMPLISHMENTS

An award winning public relations campaign for Kailash Satyarthi Children’s Foundation leads to Government clearing anti-trafficking bill and a stepping stone to the global ‘100 million for 100 million’ campaign.

CLIENT BACKGROUND

Kailash Satyarthi, a Nobel Peace Prize Laureate and social activist, has been fighting against child abuse in India for years. His foundation organized the Bharat Yatra march to give a voice to abused children and seek legal and political redressal through the Anti-trafficking bill. The goal was to provide financial, social, and medical security for victims and punish the perpetrators severely. Gutenberg was awarded the Public Relations mandate to handle media and content strategy during the Yatra.

GUTENBERG STRATEGY

The Bharat Yatra was strategically broken down into phases to ensure smooth operations and that maximum media visibility was awarded to the cause being championed.

Gutenberg solution: Gutenberg coordinated high-value press conferences across the country during the pre-yatra phase. The initial unveiling of the Yatra, its mission, and vision statement was held in New Delhi, followed by several press conferences announcing the participation of local NGOs and major corporations in various states. These press conferences called for public action and encouraged citizens to join the march as it passed through their state.

Gutenberg solution: The media campaign focused on engaging with publications across the country, from premium to vernacular, to spread awareness and drive support for the cause. The Yatra united people from all walks of life to fight for child safety, with corporates, ministers, parliamentarians, activists, the judiciary, and everyday citizens coming together. The media campaign helped to raise awareness and inspire prominent figures to pledge their support for Kailash Satyarthi’s efforts to combat crimes against children.

Gutenberg solution: To advocate for children’s rights, Gutenberg sustained the momentum post-Yatra by securing interviews for Mr. Satyarthi and his team and highlighting the positive impact of the Bharat Yatra. Through a thorough content strategy, Gutenberg created and placed original content, including seeded stories of child abuse and assault cases, across all print, online, radio, and television mediums. This ensured highly controlled messaging to reach the target audience, reiterating the need to act upon this growing menace at every step of the way.

RESULTS

Gutenberg made the Bharat Yatra a household topic, with over 4000 media stories, 100 on ground interviews, over 50 front page stories and 10+ prime time interviews reaching 500 million people. Resulting in the Union Cabinet passing an anti-trafficking bill with harsher punishments. The President and Parliamentarians joined the cause, with support from celebrities, conglomerates, and the judiciary.

The Yatra led to the global ‘100 million for 100 million’ campaign and won a PR Asia 2018 Gold for Public Affairs. Kailash Satyarthi Children’s Foundation was recognized as a leading crusader for children’s protection.

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