Case Summary
There are 24 million child brides in India. That's 60% of the world's total. Last year 107 countries co-sponsored UN's first ever proposal to end this social evil. India refused. Even our media overlooked this issue. With no marketing budget we decided to bring national attention to this issue by starting the white bindi movement as a sign of protest and solidarity. The movement caught on like wildfire getting over 22 million media impressions, support from all corners, and helped start education drives in 160 villages against this social evil.