What’s the colour of a happy childhood? A bright, cheerful sunshine yellow, of course! And what does a pair of socks usually stand for? Yes, you guessed it! A perfect embodiment of passion and care, they symbolise comfort and warmth. So, what could be a better way to celebrate the spirit of childhood in all its glory, mirth and merriment – and to pamper the eternal child in you – other than by getting these two ideas married to each other – yellow socks for a happy childhood?
On the occasion of Children’s Day this year, CRY – Child Rights and Youlaunches #YellowFellow– a pan-India campaign running through the entire month of November. The campaign aims to build public awareness for children and their right to a happy childhood, through a series of fun-filled yet meaningful engagement activities where the people at large will be encouraged to show their support for children by becoming Yellow Fellows.
The campaign takes the social media route to reach out to people, as it asks one and all to wear or use a pair of yellow socks in as unique, creative and quirky way as possible, post a photo of themselves on social media using the hashtag #YellowFellow and tag three or more friends to join the bandwagon of yellow fellows as well.
“The colour of sunshine and of warmth, yellow is indeed representative of a happy, healthy and creative childhood, and of course, the signature colour of CRY. By launching an initiative that goes by the name of #YellowFellow, CRY, on its journey to ensure lasting change for children, hopes to take you back to your own childhood days,” said Puja Marwaha, the CEO at CRY, elaborating the objective of the month-long initiative.
“CRY has always believed in the power of every individual to raise awareness for a cause. November being the month of Children’s Day, what could be a better time to start the conversation around children’s right to a happy and healthy childhood? #YellowFellow is the beginning of this conversation,” Puja added.
The campaign also looks at leaving its footprints on-ground, as it kick starts simultaneously across five Metro cities. It aims to connect people who care for children through a medley of exciting events ranging from buoyant flash mobs organised at leading shopping malls and fun events at college campuses, with celebrities and youth icons coming forward to pledge to make it a better world for children.
As part of the campaign, CRY has a mixed bag of carefully planned activities and outreach events up their sleeves – in Mumbai, Delhi, Kolkata and Bengaluru, where CRY volunteers will engage with people.
In Mumbai the campaign will culminate to a record-breaking mega event approved by the Guiness Book of World Records – where the event will attempt to break a world record for the largest number of people wearing sock puppets on their hand in a single venue. The event will take place at the St. Xaviers College CampusGround 22ndNovember.
Kolkata will witness a flash mob conducted in collaboration with Dance Factory and supported by ZEE Bangla at Acropolis Mall. SVF, a major cine-production house comes on-board to support the campaign, as it brings in several popular film-icons to stand up for the cause. Flash mobs and other outreach activities will be organised in Bengaluru as well, in collaboration with We Work and Myntra.
In Delhi, DLF Space (Saket)will join hands with CRY towards promoting the cause of happy childhood, as they will support CRY conduct an educational workshop with children on good touch and bad touch. Children from CRY project areas will also be attending a three-day workshop conducted by Walter Peter, an acclaimed theatre personality, and then put up plays on themes of education, health and protection.
Joining CRY in their endeavour are their Merchandising Partner Westside, Multiplex Partner Carnival Cinemas, Radio Partner Fever FMand Restaurant Partners Olive Bar and Kitchen (Delhi & Mumbai), Hello Guppy, Guppy, Olly, Olive Bistro (Hyderabad & Mumbai), Lady Baga, The Grammar Room, Ek Bar, The Hoppery and SodaBottleOpenerWala – all of which come under Olive Bar and Kitchenstable. Other Corporates extending support to the campaign include Euler Hermes, Vigo Video India, We Work andIngram Micro.