To highlight how illiteracy in India can damage a child's chances, a campaign for literacy charity Child Rights and You (CRY) America makes use of intricate paper art in the shape of thumbprints.
BBH India worked on the campaign, which is aimed to ensure children across CRY America-supported projects in India go to school and complete their education. Its central image is a child breaking out of a thumbprint. In India, the thumbprint, which is commonly used to denote identity, becomes a symbol of shame and illiteracy when used in lieu of a written signature.
To demonstrate the treacherous snare of illiteracy, three different ads have been created wherein the thumbprint is depicted as a maze, a valley and a forest; with a child making his way out in each. For the imagery, BBH commissioned various Indian artists to recreate the fingerprint in the form of a maze, valley and forest using a form of paper art called quilling.
The campaign will run digitally, including on the CRY America microsite.