Started as a campaign to mark its centenary year, Save the Children’s #WhyTheGap challenge, with support from artist ambassadors Twinkle Khanna and Dia Mirza, has already touched over 12 million people on social media since its launch on August 19.
#WhyTheGap is the final leg of Save the Children’s 100-day digital campaign and has been a conversation starter, where people from all walks of life, including celebrities, politicians, social media influencers and public at large, are sharing a throwback childhood picture to reflect on privileges that millions of children do not have; and tagging/ nominating their friends to join the conversation with Save the Children in their efforts to give every child a better start to their life.
With everyone tagging three more people, the campaign is creating a relay action and inspiring a large number of public to resonate with them and ask #WhyTheGap.
Speaking about the initiative, Pragya Vats, General Manager, Campaigns, said, “Our main aim with centenary campaign #WhyTheGap is to raise awareness, inspire action and change public perception towards issues that inhibit children from achieving their true potential like good nutrition, access to school, protection or healthcare. The privileges we take for granted is can make a tremendous difference for children who miss out.”
The campaign will conclude on September 10, and as the next significant step, Save the Children will convene #TheRightStart Summits across states to drive political commitment and action towards giving every last child, the most deserving start.