No Child Born To Die was a digital driven petition campaign initiated by Save the Children to fight infant mortality rates in the country. 1.73 million Children are dying every year in India, before their fifth birthday due to preventable diseases. That’s 1 death every 20 seconds. As the subject was delicate, a kinetic typography video (few screens shown below) was designed to express the gravity of the situation. This previewed right before the petition, educating people about the matter before they pledge. The more
detailed information about the issue and the campaign is
built as info-graphics making it easier for the user to process complicated data. The outcome has numbers that speak for themselves. In a little over a month, the movement received 2,73,000+ e-signatures. The petition was heard and it contributed to the decision of the Government of India to increase the healthcare budget in 2012 from 1% to 2.5% of the GDP. Even though there is still a long way to go to save these children, this was a beginning.
Agency: BCWebWise, Mumbai, India | Creative Director: Mangesh Bhayde, Anita Rajagopalan | Copywriter: Priyanka Gopal | Story Boarding, Art Direction, Design: Pavithra Dikshit | Photography: Raghu Rai, Andy Hall, Anna Kari, Zishaan Latif for Save the Children, India | Animation: Rahul Patil, Santosh Pujari, Sameer Kulkarni