Bill & Melinda Gates Foundation and NDTV in 2016 joined hands for a campaign that will focus on issues affecting women and child health in India and look at potential benefits for reproductive, maternal, newborn, child and adolescent health in the country. The campaign aims to take a positive approach by suggesting solutions to the problems affecting women and children.
We created 2 films to promote the campaign- 'Every Life Counts'. We wanted to use the alarming data and stats available for health and education about young children in India, but at the same time not make it very direct or emotional.
The first film 'Chidiya Udd' (taken from the game by the same name and played in many rural parts of India) was shot in an urban slum of Delhi, where we shot with real children inhabiting those slums. The voices are also of the same underprivileged kids to keep the essence of the film intact. The second film 'Pass The Baton' was shot across multiple towns and cities in India, to expand the reach and appeal to a nation-wide audience. The baton passes from people across different cultures, ethnicities and economic classes and crosses all boundaries to emphasise on the cause per se, which goes beyond any societal norms and finally lands in the hands of the viewer- for now it is for the viewer to be the torchbearer of this important beginning.
Both PSAs end with hard- hitting facts about children in India and leaves the viewer in dismay.
Awards
- Bronze World Media winner for category 'Society & Social Issues' at New York Festivals TV & Film Awards 2017.
- Silver Award for category 'Best Public Service Announcement' at PromaxBDA Asia Awards 2016.
- Best Channel or Programme promo- English/ Hindi at ENBA Awards 2016.
'Chidiya Udd' film
- Best Channel or Programme promo- English/ Hindi at ENBA Awards 2016.
'Pass The Baton' film
- Bronze World Media winner for category 'Society & Social Issues' at New York Festivals TV & Film Awards 2017.
- Silver Award for category 'Best Public Service Announcement' at PromaxBDA Asia Awards 2016.
