Bachpan Bachao Andolan: Enslaved Children - Wooden Frame

McCann Erickson India


The ‘Child Labour Free Movement’ is an awakening to take notice of the grave issue of child labour in the highly celebrated Arts & Crafts Industry in India and help eradicate it. An industry that boasts of beautiful ceramics, carpets, silks, woodwork & leather is responsible for the highest number of children engaged in painful manual labour causing serious physical and psychological problems. Human Rights Groups estimate that close to 60 million children are slave to the arts & crafts industry. They are starved, tortured and even abused. Although there are laws against this they are not enforced by the government. Our task was to wake the ministers from their slumber and raise awareness amongst unsuspecting consumers.

We engaged a team of highly skilled wood carvers who carved out exquisite, hand crafted wooden frames, the pattern of these carvings depicting suffering children in various labour work that are typically enslaved in, toiling away the days of their childhood in extra-ordinarily harsh conditions.