The ChildLine Pledge Program

Celebrating Children’s Week

14.11.14-20.11.14

"The ideas, concepts and communication strategy presented here, are the sole property of Circus Elephants – A Division of MobilArt Mobility Solutions Pvt. Ltd. Any reproduction of the same in part / whole needs the approval and prior consent of MobilArt Mobility Solutions Pvt. Ltd." 

The ChildLine Pledge Program

Celebrating Children’s Week

14.11.14-20.11.14

"The ideas, concepts and communication strategy presented here, are the sole property of Circus Elephants – A Division of MobilArt Mobility Solutions Pvt. Ltd. Any reproduction of the same in part / whole needs the approval and prior consent of MobilArt Mobility Solutions Pvt. Ltd." 

STRATEGIC THOUGHT

CHILDLINE CELEBRATES

CHILDREN’S WEEK

COMPLIMENTARY TO ONGROUND

ACTIVITES

STRONG CHILD RIGHTSAWARENESS & CALL TO ACTION

DRIVE

We propose a 1 week social media pledge program and

awareness drive from this 14th of November 2014, the Indian

Children’s day to 20th of November 2014 when the

world celebrates the International Children’s day.

This can evolve into an annual property.

While ChildLine runs ChildLine Se Dosti on ground campaigns aimed at primarily educating children about the helpline and child rights, we leverage the presence of an

adult audience on social media platforms by running a

simultaneous awareness drive cum pledge program for

community building.

We plan to use these 7 days to drive a strong CHILDLINE SE

DOSTI initiative on Facebook and twitter. We were all kids once,

we’ve all been through the struggles of childhood and can empathize with what kids go

through. We Invite FB users to come take a quiz and a self

motivated pledge to support Child Rights.

CAMPAIGN OVERVIEW

We propose a 10 day cross platform social media campaign which seeks to find encourage page likes and enrollments for the pledge program.

PROPOSED DURATION: 10 daysPre-Launch: 2 DaysLive: 7 days (14th to 20th )Closing: 1 day

PLATFORMSBase Platform: FacebookSupport Platform: Youtube & TwitterPromotion Platform: Facebook, Twitter, Youtube, Website, Partner Websites

POSTING FREQUENCY: 3 Posts a day

PROMOTIONSCover Pics: Facebook, Twitter, YoutubeBanners: Website

PARTICIPATION MODEL

TAKE THE QUIZ

MOVE TO THE PLEDGE

END WITH A MESSAGE

A quiz which starkly brings Child Rights into perspective for an adult, making a strong

case for the pledge and awareness program.

A awareness program disguised as a pledge which

puts forward the basic message of 1098, and promotes Child Rights

awareness.

Users will also have the option to leave a self written message for the kids of India on how we can make their life

better. A heartfelt long message board with the best messages will be displayed on the ChildLine FB page.

THE QUIZ

A recent study revealed that over 65% of adults and report instances of Child Rights violation in one form or the other, retrospectively. Taking this thought

forward we invite FB users to come take a quick quiz which will bring child rights and the importance of spreading awareness to the foreground. (*Indicative data

and sample questions)

THE PLEDGE

-To respect the rights of Every Child I come across in my life,

-To never employ a minor in my home or in my business,

-To report child sexual abuse if I know its happening,

-To protest against corporal punishment in schools.

-To discourage & report a child marriage if I know its

happening,

-To educate at least 5 children around me about

Children’s Rights and 1098 service! *

I, Rajat Saxena, here by pledge …

*Child Rights Awareness kit available in downloads.

THE LONG POST

We propose the creation of a long message board. Messages from users on the tab will be filtered by us and posted all in one place in the form of a long message. The message board will be promoted heavily to ensure shares,

likes and participation.

Sample - https://www.facebook.com/notes/olx-india/aajkefreedomfighters-board/937215302970793

CAMPAIGN CUSTOM TAB - TOP

Ticking Pledge Counter

Customized Pledge

Slate, can include

user name.

Short Quiz

CAMPAIGN CUSTOM TAB - BOTTOM

Showcasing existing

videos to spread

awareness.

Users can send their own

message to us which will

become a part of our long

message board

Call for Action Information

CAMPAIGN ROLLOUT PLAN        Posting Frequency

Stage Date DayFocus Topic Post 01 Post 02 Post 03

Pre-Launch 12.11.14 DAY -1 Child Rights Build up post (text + Image) Build up post (text + Image) Build up post (text + Image)

Pre-Launch 13.11.14 DAY - 0 Child Rights Build up post (text + Image) Build up post (text + Image) Build up post (text + Image)

Launch 14.11.14 DAY 01 Child RightsLaunch Post (tab 

promotion, call to action)Campaign Post calling for messages for the long post

Launch Post (tab promotion, call to action)

Live 15.11.14 DAY 02 CSAtab promotion, call to 

actionCampaign Post calling for messages for the long post

Launch Post (tab promotion, call to action)

Live 16.11.14 DAY 03Corporal 

Punishmenttab promotion, call to 

action Long Post Launch tab promotion, call to action

Live 17.11.14 DAY 04 Child Labortab promotion, call to 

actionCampaign Post calling for messages for the long post tab promotion, call to action

Live 18.11.14 DAY 05Child 

Marriagetab promotion, call to 

actionCampaign Post calling for messages for the long post tab promotion, call to action

Live 19.11.14 DAY 06 CPPtab promotion, call to 

actionCampaign Post calling for messages for the long post tab promotion, call to action

Live 20.11.14 DAY 07 1098tab promotion, call to 

actionCampaign Post calling for messages for the long post tab promotion, call to action

Closing 21.11.14 Day 08 Child Rights Thank You Post with Campaign achievements highlighted