With Ayyappa’s blessings, Vodafone protects children

Vodafone, a telecommunications company, increased awareness of the importance of child safety during the Sabarimala pilgrimage in India through a multi-lingual PR campaign to stop children going missing.

Campaign details

Brand: Vodafone India

The South Indian shrine at Sabarimala gets around 50 million pilgrims during December-January every year. Prior to 2017, the unfriendly terrain, the rush of devotees and resulting chaos would often lead to children being separated from their male parent/ relative. While some children are quickly reunited with their families, others suffer the trauma of remaining lost for days. Even worse, some children never make it back home.

This year, Vodafone India decided to deploy advanced technology in the form of Radio Frequency Identification Devices (RFID) tags/cards and distributed them amongst all children (under 14-years...

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