MUMBAI: WATConsult, a digital agency from Dentsu Aegis Network has announced the launch of ‘The Alter Project’, a dedicated vertical for public service campaigns fronted by brands and institutions with a thoughtful campaign created in partnership with ActionAid India, an agency working with vulnerable communities since 1972 to further social and ecological justice.

The #JoinTheDots campaign has been created to highlight child sexual abuse and aims to prevent the incidence of abuse as well as encourage adults to address such violence with a call to action to See, Listen, and Act. Boomlet Media, a content marketing agency, also came on board as supporting partner for this campaign.

WATConsult founder and CEO Rajiv Dingra shared, “Social good has always been at the core of our growth philosophy with our teams fearlessly picking up issues that needed a voice to transform the social order in the country. The last year at WATConsult, we saw bold campaigns that dealt with subjects such as girl child education, rights of transgender people, youth suicides, child trafficking, organ donation, and such others mobilising stakeholders through unique ways. It’s time for brands to step forward and champion mass movements for the public good. Just like its logo, The Alter Project, through its collaborations with brands and its campaigns, will lead to a new wave of dignity, equality, and inclusion. We invite brands to associate with The Alter Project by WATConsult and write the new narrative together.”

Elaborating on the campaign, ActionAid India executive director Sandeep Chachra said, “ActionAid India remains committed to working for the protection of children, especially girls, from discriminatory practices of sex-selective abortions, trafficking, and sexual assault. Over the years we have worked with allied organizations, the administration and policymakers to bring change on the ground for the protection, nutrition, and education of children. Children’s vulnerability will remain till children in all contexts are recognized as equal citizens. In the family, this calls for children being listened to and their interests being considered as equal, if not of paramount interest. Through the “Join the Dots” campaign, we want to help adults see, listen and act in the best interests of children.”