Save The Children | #WhyTheGap

Brief

Save The Children completed 100 Years on May 19th 2019. But despite 100 years of work, there are still millions of children whose future is a question mark. STC tasked us with putting the spotlight back on the plight of these children.

Solution

We created #WhyTheGap - an Instagram challenge that asked people to share a picture of their childhood talking about the privileges they had that millions don’t have access to, thus highlighting the privilege gap that exists.

Result

The challenge went viral, receiving participation from Bollywood celebs like Akshay Kumar, Tapsee Pannu, and Dia Mirza to leading journalists, lawyers, and activists, and resulted in a substantial spike in donations.