Kochi: In a major achievement and a thrust towards the campaign against domestic child abuse in the country, Rescue Code, a creative campaign that was popularized in India has won laurels at the Cannes Lions International Festival of Creativity in France – thanks to its brainchild Dr. Ajayya Kumar, the Indian management thinker and art curator along with Sarvamangala and Lifology, the NGOs supporting the noble cause.
Rescue Code, the campaign has been providing support and guidance from experts to young children hooked up to online games and thus left with spending hours together glued to the computer screens and thus detached from realities in life and other day-to-day activities.
The creative campaign of Rescue Code points out the ground reality that 1 out of 7 children are victims of domestic abuse and have nowhere to go and seek help. The campaign inspires the good-hearted parents themselves to address and tackle this problem and create awareness against those who poison the noblest of human relationships.
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The campaign is using multiple media channels to create a high level of awareness among the gamers community worldwide, said Dr. Ajayya Kumar to Times Digital.
The jury at the Cannes Lions International Festival pointed out that being a very sensitive topic, civil society usually adopts a conspicuous silence. The jury added that it was a bold & much-needed initiative that Dr. Ajayya Kumars initiative to shed light on the dark evil which spoils childhood.
The discussion forum noted that this is one of the first initiatives of such a kind globally to address this serious issue in a secretive way that will protect anonymity and identity of the child.
The campaign is using multiple media channels to create a high level of awareness among the gamers community worldwide.
It is high time to extend a reliable and approachable supporting arm to children to express their minds and concerns. We see this initiative as a step forward in this dimension, said Dr. Ajayya Kumar.