Objective:

Break the cycle. Prevent another generation of girls and boys from going into sex work.

Challenge:

• Overcome a pervasive societal belief that sex workers and their children are somehow less human than the rest of us.

• Bust the myth that this is a life choice made to earn a living. Most are forced into it by criminal enterprises, or it is as a result of abject poverty, lack of education, skills and opportunity.

Solution:

We needed to humanise sex workers before we could broach the subject. To do this I came up with the platform idea and tagline, "We Are India's Children", to put a human face to the people we were helping.
 

Next we developed concepts for social media, email and the fundraising website which the Swasti team turned into final campaign assets. We also provided copy writing and developed a photo brief against which original photography was shot for the campaign.

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