On the occasion of Children’s Day, Association of Social Beyond Boundaries (ASBB), an Indian Non-Profit Organisation and BBH India issued a special message. The campaign ‘Unfortunately, Child Labour is a Gif’ highlights the self-perpetuating nature of the issue and how education is key to breaking this cycle.

Association of Social Beyond Boundaries, an NGO working across child welfare and education, sanitation, environment, and animal welfare teamed up with BBH, India’s leading advertising agency to build a campaign around the plight of child labour in the country. 

The team at BBH and ASSB wanted to highlight how child labour is a systemic injustice depriving millions of children of opportunities to availing a decent future. Studies from child welfare organisations such as Unicef reinforce the importance and primacy of education in breaking the vicious cycle of oppression and poverty, that affects their future. With education, employment opportunities are broadened and income levels are increased. 

You can see the Gif below: