The document proposes a 1 week social media pledge campaign on Facebook from November 14th-20th to celebrate Children's Week and raise awareness about ChildLine. It would include a quiz to educate adults about child rights, a pledge to support ChildLine and child rights, and a message board with submissions from participants. The campaign aims to promote ChildLine and drive awareness of child rights issues through posts, tabs, and calls to action on Facebook and other platforms.

1. The ChildLine Pledge Program
Celebrating Children’s Week
14.11.14-20.11.14
"The ideas, concepts and communication strategy presented here, are the sole property of Circus
Elephants – A Division of MobilArt Mobility Solutions Pvt. Ltd. Any reproduction of the same in
part / whole needs the approval and prior consent of MobilArt Mobility Solutions Pvt. Ltd."

2. The ChildLine Pledge Program
Celebrating Children’s Week
14.11.14-20.11.14
"The ideas, concepts and communication strategy presented here, are the sole property of Circus
Elephants – A Division of MobilArt Mobility Solutions Pvt. Ltd. Any reproduction of the same in
part / whole needs the approval and prior consent of MobilArt Mobility Solutions Pvt. Ltd."

3. STRATEGIC THOUGHT
CHILDLINE
CELEBRATES
CHILDREN’S WEEK
COMPLIMENTARY
TO ONGROUND
ACTIVITES
STRONG CHILD
RIGHTSAWARENESS
& CALL TO ACTION
DRIVE
We propose a 1 week social
media pledge program and
awareness drive from this
14th of November 2014, the
Indian Children’s day to 20th
of November 2014 when the
world celebrates the
International Children’s day.
This can evolve into an
annual property.
While ChildLine runs
ChildLine Se Dosti on ground
campaigns aimed at primarily
educating children about the
helpline and child rights, we
leverage the presence of an
adult audience on social
media platforms by running a
simultaneous awareness
drive cum pledge program for
community building.
We plan to use these 7 days to
drive a strong CHILDLINE SE
DOSTI initiative on Facebook and
twitter. We were all kids once,
we’ve all been through the
struggles of childhood and can
empathize with what kids go
through. We Invite FB users to
come take a quiz and a self
motivated pledge to support Child
Rights.

4. CAMPAIGN OVERVIEW
We propose a 10 day cross platform social media campaign which seeks to find encourage
page likes and enrollments for the pledge program.
PROPOSED DURATION: 10 days
Pre-Launch: 2 Days
Live: 7 days (14th to 20th )
Closing: 1 day
PLATFORMS
Base Platform: Facebook
Support Platform: Youtube & Twitter
Promotion Platform: Facebook, Twitter, Youtube, Website, Partner Websites
POSTING FREQUENCY: 3 Posts a day
PROMOTIONS
Cover Pics: Facebook, Twitter, Youtube
Banners: Website

5. PARTICIPATION MODEL
TAKE THE
QUIZ
MOVE TO
THE PLEDGE
END WITH A
MESSAGE
A quiz which starkly brings
Child Rights into perspective
for an adult, making a strong
case for the pledge and
awareness program.
A awareness program
disguised as a pledge which
puts forward the basic
message of 1098, and
promotes Child Rights
awareness.
Users will also have the
option to leave a self written
message for the kids of India
on how we can make their life
better. A heartfelt long
message board with the best
messages will be displayed
on the ChildLine FB page.

6. THE QUIZ
A recent study revealed that over 65% of adults and report instances of Child
Rights violation in one form or the other, retrospectively. Taking this thought
forward we invite FB users to come take a quick quiz which will bring child rights
and the importance of spreading awareness to the foreground. (*Indicative data
and sample questions)

7. THE PLEDGE
-To respect the rights of Every Child I come across in my life,
-To never employ a minor in my home or in my business,
-To report child sexual abuse if I know its happening,
-To protest against corporal punishment in schools.
-To discourage & report a child marriage if I know its happening,
-To educate at least 5 children around me about
Children’s Rights and 1098 service! *
I, Rajat Saxena, here by pledge …
*Child Rights Awareness kit available in downloads.

8. THE LONG POST
We propose the creation of a long message board. Messages from users on
the tab will be filtered by us and posted all in one place in the form of a long
message. The message board will be promoted heavily to ensure shares,
likes and participation.
Sample - https://www.facebook.com/notes/olx-india/aajkefreedomfighters-
board/937215302970793

9. CAMPAIGN CUSTOM TAB - TOP
Ticking Pledge
Counter
Customized
Pledge
Slate, can
include
user name.
Short Quiz

10. CAMPAIGN CUSTOM TAB - BOTTOM
Showcasing
existing
videos to
spread
awareness.
Users can send
their own
message to us
which will
become a part
of our long
message board
Call for Action
Information

11. CAMPAIGN ROLLOUT PLAN
Posting Frequency
Stage Date Day
Focus
Topic Post 01 Post 02 Post 03
Pre-Launch 12.11.14 DAY -1 Child Rights Build up post (text + Image) Build up post (text + Image) Build up post (text + Image)
Pre-Launch 13.11.14 DAY - 0 Child Rights Build up post (text + Image) Build up post (text + Image) Build up post (text + Image)
Launch 14.11.14 DAY 01 Child Rights
Launch Post (tab
promotion, call to action)
Campaign Post calling for
messages for the long post
Launch Post (tab promotion,
call to action)
Live 15.11.14 DAY 02 CSA
tab promotion, call to
action
Campaign Post calling for
messages for the long post
Launch Post (tab promotion,
call to action)
Live 16.11.14 DAY 03
Corporal
Punishment
tab promotion, call to
action Long Post Launch tab promotion, call to action
Live 17.11.14 DAY 04 Child Labor
tab promotion, call to
action
Campaign Post calling for
messages for the long post tab promotion, call to action
Live 18.11.14 DAY 05
Child
Marriage
tab promotion, call to
action
Campaign Post calling for
messages for the long post tab promotion, call to action
Live 19.11.14 DAY 06 CPP
tab promotion, call to
action
Campaign Post calling for
messages for the long post tab promotion, call to action
Live 20.11.14 DAY 07 1098
tab promotion, call to
action
Campaign Post calling for
messages for the long post tab promotion, call to action
Closing 21.11.14 Day 08 Child Rights Thank You Post with Campaign achievements highlighted