The Child in a Box campaign offers a sobering reminder to consumers about the existence and dangers of child labor.
The matchbox industry in India is one that uses the labor of over 200,000 children – who as a result of this forced labor have no access to education or basic needs to live comfortable and dignified lives. The conditions these children work in are not conducive to their mental or physical health and the agency 'McCann' has created a campaign that aims to create awareness of the widespread issue. The Child in a Box campaign features matchboxes that have pictures of smiling children on them, but when opened they reveal an image of a young boy working in terrible conditions for the matchbox industry – along with a small informative brief about forced child labor in this industry.
This campaign works to bring awareness to a widespread problem while giving consumers the opportunity to help contribute towards alleviating this issue.