Creative ‘Rescue code’ campaign wins global accolades for tackling child domestic abuse

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Ajayya Kumar, author and management thinker.

Photo: Times Now Digital

HIGHLIGHTS

  • The Cannes Lions International Festival of Creativity taking place in France is the most respected global space to celebrate creative communications.
  • Since its inception in 1954, it has been considered the sanctuary of the creative communications industry.
  • The gaming industry is expected to cross the $200 billion mark in the next few years, according to reports.
  • Much of this community is made up of kids who are hooked on various multiplayer games through their cell phones, laptops, and tablets.
Cochin: In a major achievement and push towards the campaign against child domestic abuse in the country, ‘Rescue Code’, a creative campaign that has been popularized in India has won laurels at the Cannes Lions International Festival of Creativity in France – thanks to its brainchild Ajayya Kumar, the Indian management thinker and art curator, as well as ‘Sarvamangala’ and ‘Lifology’, the NGOs supporting the noble cause.

Rescue Code, the campaign provided support and expert advice to young children hooked on online games and thus left to spend hours together glued to computer screens and thus detached from the realities of life and other daily activities.

Rescue Code’s creative campaign highlights the reality on the ground that 1 in 7 children experience domestic violence and have nowhere to turn for help. The campaign inspires kind-hearted parents themselves to tackle this problem and raise awareness of those who poison the noblest human relationships.

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The campaign uses multiple media channels to create a high level of awareness among the gaming community around the world, Ajayya Kumar told Times Digital.

The jury of the Cannes Lions International Festival pointed out that being a very sensitive subject, civil society generally adopts an ostentatious silence. The jury added that it was a bold and much needed move by Ajayya Kumar to shed light on the dark evil that blights childhood.

The discussion forum noted that “this is one of the first initiatives of its kind globally to address this serious issue in a secret manner that will protect the anonymity and identity of the child.”

The campaign uses multiple media channels to create a high level of awareness among the gaming community around the world.

“It is high time to extend a reliable and accessible arm of support to children to voice their thoughts and concerns. We see this initiative as a step forward in this dimension,” said Ajayya Kumar.

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