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Advertisement / Media Campaigns:
Media campaigns
in both the print and broadcast medium are launched to sensitize
the public on the issues of domestic workers, child domestic
workers and migrant domestic workers. In different journals and
papers, articles are supporting Domestic Workers and their
struggle. The public opinion is changing and in general people
have begun to speak about salaries and working hours of domestic
workers.
National Domestic Workers’ Movement Campaign on Child Domestic
Workers, 2006 with Mudra Communications Pvt. Ltd.
Mudra Communications Pvt. Ltd., the third largest advertising
agency in India, supported the Movement in the campaign for child
domestic workers. The purpose of the campaign was to target
present employers, potential employers, government officials, other policy
makers and opinion makers. They designed a set of three creatives
on the issue. These creatives were displayed on billboards, bus
shelters and bus panels in Mumbai and Jharkhand. They were also
published in leading Indian magazines like Savvy, Cine Blitz,
Savvy Cookbook and Health. Five posters were also designed and
distributed to government officials, schools, colleges and housing
societies.
A public service advertisement was also created
urging people to support the fight against child domestic work.
This was aired on local and national TV channels.
The purpose of this campaign was to target
employers, government officials, other policy and opinion makers.
The campaign helped influence public opinion with more and more
people calling in to understand the issue and work towards
the eradication of child labour.
Anti-Trafficking Campaign
The campaign on Anti-trafficking began in 2004.
To help prevent and curb the menace of trafficking girls, women
and children from rural areas in the city, National Domestic
Workers’ Movement undertook active campaigns at both the source
and destination areas. The source areas included the states of
Jharkhand, Bihar, Chhatisgarh and Orissa and the receiving areas
included Mumbai, Delhi, Bangalore and Goa. With time, NDWM
realised that this human trafficking was spreading to other areas
as well. After the tsunami, trafficking became quite rampant in
the southern states as well. This involved very small children who
were lost, orphaned or abandoned due to the calamity.
To deal with the problem, NDWM launched a
systematic campaign in 2005-2006. Awareness about the issue was
spread through meetings, path yatras and information leaflets. In
Chhatisgarh, the Path Yatra went as a delegation of non government
organisations, politicians, domestic workers and civilians. The
delegation went from village to village on foot and held meetings
with the villagers, communicated about the issue of trafficking
through the medium of street plays, speeches and interactions. The
delegates highlighted strongly that trafficking can only be
stopped by the co-operation and interventions of villagers.
Similar interactions were also held at schools, so that children
would be aware of the myths associated with domestic work and that
trafficking of children and young girls is for real. The Path
Yatra in Chhatisgarh resulted in the arrest of 12 traffickers in
the villages and eight in the destination area of Delhi. 48
children were rescued from cities where they were in crises
situations.
This campaign helped establish that forced
migration was serious concern of the respective state and
appropriate action needed to be taken alongwith solutions to
combat the problem. This campaign is an on-going activity of
the Movement
Child to Child Intervention
This campaign was conducted in 2005-2006 to
help the issue of domestic work and workers reach the grass root
level of society. Children needed to be aware that child domestic
work is a problem. National Domestic Workers’ Movement went to
schools and colleges and spread awareness about the issue. A pilot
training module was created and tested in four schools in Mumbai
in Classes 6th—9th. The draft manual was tested to check responses
from the children. The results were positive. Children became more
aware that child domestic work is a problem and not a solution.
They learnt to treat domestic workers with greater respect,
influence their parents, neighbours, relatives and friends. These
children will be the future of society and hence can fight for
their less priviliged counterparts and further promote childs
rights to all children. |
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