CSR News: #TakeChildhoodsSide Initiative had most prominent childcare, parenting influencers support the campaign on Instagram

The #TakeChildhoodsSide campaign by Bachpan Manao that had unequivocal support from influencers such as like Harpreet Grover (The Curious Parent with 1 million followers) Tara Sharma Saluja (413k followers), Maria Goretti (307k followers), Fatema Agarkar (30.2 followers), Neha Kanabar (40.6k followers, founder of UNIMO Universe of Moms with 51.6k followers), Simone Khambatta (228k followers), Sruti Nakul (361k followers), Piya Marker (38.9k), Satrupa Sharma (158k followers) and Funskool (18k followers and India’s leading toy company). In just a span of 4 days over 215 people rallied on Instagram to support the social message of #TakeChildhoodsSide. The campaign content on the Bachpan Manao handle has had over 20.5 million impressions and reached almost 8 million people on Instagram in the same time period.

#TakeChildhoodsSide was conceptualised to bring to the fore the contrast between a “Child’s World” of wonder, joy, and creativity, and an “Adult’s World” of structure, stress, and technology dependency. The campaign intended to increase awareness on the importance of free play and reducing screen dependency, encourage parents, influencers, and caregivers to participate by challenging friends to share their side profiles with a pledge to support a happier and healthier childhood and bring about a behavioural shift inspiring families to prioritise daily playtime, reduce screen exposure, and encourage childhood experiences filled with exploration and creativity.

Through Instagram, the campaign invited participants to post side-profile images, symbolising their personal choice to support childhood’s freedom, tagged with #TakeChildhoodsSide. This visual disrupts the feed, sparking curiosity and conversation about the urgent need for free play and reduced screen time in early childhood.

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