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Campaign Details


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National Domestic Workers Movement

Date and time

2005.03.16 to 2006.10.18, 5:29 AM to 5:29 AM


Advertisement/Media Campaigns

Media campaigns in both the print and broadcast medium are launched to sensitize the public on the issues of domestic workers, child domestic workers and migrant domestic workers. In different journals and papers, articles are supporting Domestic Workers and their struggle. The public opinion is changing and in general people have begun to speak about salaries and working hours of domestic workers.
National Domestic Workers’ Movement Campaign on Child Domestic Workers, 2006 with Mudra Communications Pvt. Ltd.

Mudra Communications Pvt. Ltd., the third largest advertising agency in India, supported the Movement in the campaign for child domestic workers. The purpose of the campaign was to target present employers, potential employers, government officials, other policy makers and opinion makers. They designed a set of three creatives on the issue. These creatives were displayed on billboards, bus shelters and bus panels in Mumbai and Jharkhand. They were also published in leading Indian magazines like Savvy, Cine Blitz, Savvy Cookbook and Health. Five posters were also designed and distributed to government officials, schools, colleges and housing societies.

A public service advertisement was also created urging people to support the fight against child domestic work. This was aired on local and national TV channels.

The purpose of this campaign was to target employers, government officials, other policy and opinion makers. The campaign helped influence public opinion with more and more people calling in to understand the issue and work towards the eradication of child labour.

Anti-Trafficking Campaign

The campaign on Anti-trafficking began in 2004. To help prevent and curb the menace of trafficking girls, women and children from rural areas in the city, National Domestic Workers’ Movement undertook active campaigns at both the source and destination areas. The source areas included the states of Jharkhand, Bihar, Chhatisgarh and Orissa and the receiving areas included Mumbai, Delhi, Bangalore and Goa. With time, NDWM realised that this human trafficking was spreading to other areas as well. After the tsunami, trafficking became quite rampant in the southern states as well. This involved very small children who were lost, orphaned or abandoned due to the calamity.

To deal with the problem, NDWM launched a systematic campaign in 2005-2006. Awareness about the issue was spread through meetings, path yatras and information leaflets. In Chhatisgarh, the Path Yatra went as a delegation of non government organisations, politicians, domestic workers and civilians. The delegation went from village to village on foot and held meetings with the villagers, communicated about the issue of trafficking through the medium of street plays, speeches and interactions. The delegates highlighted strongly that trafficking can only be stopped by the co-operation and interventions of villagers. Similar interactions were also held at schools, so that children would be aware of the myths associated with domestic work and that trafficking of children and young girls is for real. The Path Yatra in Chhatisgarh resulted in the arrest of 12 traffickers in the villages and eight in the destination area of Delhi. 48 children were rescued from cities where they were in crises situations.

This campaign helped establish that forced migration was serious concern of the respective state and appropriate action needed to be taken alongwith solutions to combat the problem. This campaign is an on-going activity of the Movement
Child to Child Intervention

This campaign was conducted in 2005-2006 to help the issue of domestic work and workers reach the grass root level of society. Children needed to be aware that child domestic work is a problem. National Domestic Workers’ Movement went to schools and colleges and spread awareness about the issue. A pilot training module was created and tested in four schools in Mumbai in Classes 6th—9th. The draft manual was tested to check responses from the children. The results were positive. Children became more aware that child domestic work is a problem and not a solution. They learnt to treat domestic workers with greater respect, influence their parents, neighbours, relatives and friends. These children will be the future of society and hence can fight for their less priviliged counterparts and further promote childs rights to all children.



National and International Domestic Workers

Economic sectors

Occupations in services - Domestic work

Content types

Policy analysis and Support initiatives

Target groups

Policymakers and Employers, agencies and their representatives

Geographical focuses