Leher works on children’s rights in India and knew that the most effective way to create awareness about it was to get digitally savvy Indian youth to join its cause. The problem was that though causes are big among them online—children’s rights were not top of mind. Our job was to find out why this was the case, and also what kind of a children’s rights cause had the power to mobilize them…

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Despite children’s rights not being top of mind for the ‘privileged’ youth we met, some of the provocations we took them did hit home, while others took on an even greater urgency. In the end, we zeroed in on three potentially viral-able issues on which Leher could connect with Indian youth. Each of them is a culturally deep-rooted children’s rights issue that is ripe to be addressed—for the privileged and underprivileged alike.