Child Rights and You (CRY) has introduced the Girl Interrupted initiative as part of its ongoing Poori Padhai Desh Ki Bhalai campaign. This initiative focuses on addressing the issue of interrupted education for girls in India, especially at the secondary level.

The campaign highlights the challenges faced by millions of girls in India due to societal norms, financial limitations, and gender biases. These obstacles disrupt their education, affecting not just their potential but also the progress of society and the nation.

At the heart of the campaign is a series of incomplete visuals designed to provoke thought and spark conversations about the barriers to girls’ education. The initiative uses these visuals, videos, and nationwide awareness activities to underline the importance of ensuring girls complete their secondary education without interruptions.

TistaThinks, the creative agency behind the campaign, aims to emphasise how empowering women benefits society and the nation as a whole. Scheduled to run from December 2024 to January 2025, the campaign seeks to inspire collective action and foster discussions on this critical issue.

Tista, founder of TistaThinks and former creative director at J Walter Thompson India, shared her thoughts on the initiative. She said the project aims to confront societal apathy and advocate for girls’ education as a fundamental right.

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Puja Marwaha, CEO of CRY, reflected on the campaign’s first phase, which highlighted the importance of completing school education for girls and its wider impact on society. She explained that mass enrolment drives in 5093 villages and slums had helped 1,90,060 girls return to school. The campaign also saw pledges from 886 Gram Panchayats, recognition for students who passed their 10th and 12th exams in 1768 villages, and support for schools aiming for 100% enrolment and transition rates. Additionally, over 2 lakh signatures were gathered through a national signature campaign.

Key elements of the Girl Interrupted campaign include:

• Creative visuals and narratives showing how interruptions affect girls and society.

• A film raising awareness about the role of education in fulfilling girls’ dreams.

• Posters and branding in metro stations across Mumbai and the southern region.

• Community walks in South India and Pune to mobilise support and raise awareness.