Children's entertainment channel Cartoon Network India wanted to contribute in making India safer for children. It enlisted the help of Genesis BCW to help them reposition and move beyond just a children's’ entertainment channel by creating a narrative that would highlight the crimes committed against children and spread awareness.
Realising that safety began with awareness, we launched an integrated communications programme designed to teach children and their parents about the most common crimes committed against children and change the villainous perception about policemen to make them realise that they are in fact the super heroes who can help in times of distress. The campaign #BACHCHEPOLICEBULAYENGE (Kids will call the cops on you!), a one-of-a-kind child safety and security awareness programme, was devised in partnership with the Mumbai Police. Using an integrated approach with public relations, blogger and influencer engagement, in-theatre promotions and on-ground activities, Cartoon Network positioned policemen as protectors to encourage children to approach them, while simultaneously teaching them about road safety and not talking to strangers.
A roaring success, the #BACCHEPOLICEBULAYENGE campaign made both children and parents alike aware of what action to take and how to take it! There was a 70% positive change in perception of the policemen out of the total 15,000 children targeted so that children now viewed them as protectors and said they could approach them in case of emergencies.
The campaign touched over 10000 children 1500 teachers and 3000 police officers in Mumbai alone! Reaching over 200 million people, and over 1 million views and 300,000 impressions in a just a week, the PR value of the campaign was a whopping Rs 22,69,437!
Gold Best Use of Integrated Communications - Cartoon Network (Turner India) - Not Every Superhero Wears a Cape