All you gotta do, is raise your hands!
Targeting school kids, CARE India founded a new initiative called iCARE, that aimed to educate children on women empowerment. What they needed was a campaign that kids could identify with, feel a passion for and take a step towards helping those in need.

Our thought: Raise your hands, to show you CARE! A raised hand is the act of showing a willingness to participate, and something every school-going kid is familiar with.
Of course, our work didn't just end with conceptualizing the campaign. We had tons more to do - from creating and managing Facebook posts and a strategy to creating collateral for distribution among schools.