| Illustration for Design |
| Client |
|
CRY America |
| Brand |
|
Child Rights and You (CRY) |
| Entrant |
|
BBH Communications India Pvt. Ltd. |
|
|
|
| Brief |
|
287,355,142 people in India are identified by their thumbprints. It starts when they’re little. As children, they lack access to education and end up not knowing how to read or write their own names. They leave their thumbprint, instead of a signature. It becomes their identity. Their badge of illiteracy. |
Solution
|
|
To draw attention to the plight of these children, we made the thumbprint the symbol of all the barriers they encounter from their lack of access to education. The thumbprint was depicted as a maze, a valley and a forest. With a child shown escaping each. |
