Fair Start

Every child deserves a fair start in his/her life and deserves adequate nutrition, education, sanitation, protection and health care. 

The campaign draws attention to the lives of many children who are deprived of these basic rights, often at times determined simply by where they are born. Every child should have a fair and equal chance in life, irrespective of caste, ethnicity, gender, poverty, region or religion. 

In the context of global advocacy efforts on Equity for Children under the new Sustainable Development Goals, this campaign makes the case for reducing persistent equity gaps.  
 
The #FairStart campaign uses strong messages and images on key areas of inequity affecting India’s children, supported by data points for each priority issue. 

A series of impactful films gives an insight into the lives of thousands of children from various backgrounds, who are full of potential but less likely to grow up healthy and safe, less likely to attend school, less likely to learn, and more likely to be married as children. 
 
The main film ‘A Fair Start’ is developed around the immense contrasts we see in India: unequal childhoods, and it aims to make this more visible as a conversation starter.  
 
The film uses nursery rhymes we all grew up singing, accompanied by visuals, which are in stark contrast to the lyrics. While some children sing about pocket full of posies, Jack and Jill, there are children who are stuck in the shackles of poverty, child labour, gender discrimination, child abuse and inequality.