ActionAid India launches #JoinTheDots, an online campaign against ‘Child Sexual Abuse’ – ActionAid India
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ActionAid India launches #JoinTheDots, an online campaign against ‘Child Sexual Abuse’

Date : 30-Jan-2019

Conceptualized and executed by ‘The Alter Project’, WATConsult’s latest vertical, dedicated to public service campaigns

  • Government data shows that every 15 minutes, a child is sexually abused in India. The menace of child sexual abuse calls for urgent attention.
  • Most perpetrators of this crime are not dangerous strangers, but the people who have the confidence and trust of the child and his/her family. Both boys and girls who are sexually abused often spend a lifetime in silence because of shame, stigma and the fear of speaking up against it.

Delhi, 29th January 2019 : ActionAid India, an agency working with vulnerable communities since 1972 to further social and ecological justice, in partnership with WATConsult, a digital agency in the Dentsu Aegis Network’s bouquet, has launched #JoinTheDots, a campaign to highlight child sexual abuse. The campaign aims to prevent the incidence of abuse as well as encourages adults to address such violence with a call to action to See, Listen and Act.

The campaign video (, launched digitally, opens with a mother’s narrative showcasing a strong bond with her son, threaded together by their intimate and candid moments. It further highlights subtle signs of behaviour change in the child that parents unintentionally tend to ignore, considering it normal.

The film points out that the behavioural signs of a sexually abused child can be very similar to the signs caused due to other conditions or stress, physical or mental. It emphasizes that these signs are all present around us and adults just need to spot them and address them in time. Parents and guardians have to encourage a culture of regular communication with their child and be vigilant to acknowledge hints. This would help prevent or tackle any incidences of abuse, with the child’s best interests in mind.

AA has developed a conversation starter tool on the website: The tool enables an interestingly active conversation between a responsible adult and the child in her/his care. Through this, the child can speak about the different worlds she/he inhabits, every day, and what she/he experiences and feels in these worlds.

The conversation would also help the adult to invite the child into their world so that children can also learn about the emotions and feelings that adults might have. Through these conversations the adult will be in a better place to understand the emotions of the child, helping the adult to always act in the best interests of the child.

Elaborating on the campaign, Sandeep Chachra, Executive Director, ActionAid India 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.”

Working with a number of State Governments ActionAid has been able to make positive impact on ensuring good quality public education is accessible to all children, that the laws prohibiting child marriage are strengthened in multiple states, as also the laws against child labour. Working with communities we have helped set up children’s collectives and monitoring committees to ensure that vulnerable children are with community-based structures for protection and to ensure access to nutrition and education.

Boomlet Media, a Content Marketing agency, also came on board as supporting partners for this campaign.

With this campaign, WATConsult announces the launch of ‘The Alter Project’, a dedicated vertical for public service campaigns fronted by brands and institutions. The Alter Project, through its campaigns, will leverage the power of digital to champion causes, challenge archaic norms, drive civil action and inspire change.

Speaking on the occasion, Rajiv Dingra, Founder & CEO, WATConsult said, “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 mobilizing 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.”

2018 was the year when WATConsult announced itself on the global stage becoming the only Indian digital agency to bag a shortlist at the Cannes Lions. The announcement of ‘The Alter Project’ comes as part of the agency’s 12th-anniversary celebrations themed 12 Notches Higher. 12 years of WATConsult’s remarkable growth story have also been displayed on their newly renewed website.

About ActionAid India

ActionAid India is an agency standing in solidarity with vulnerable communities in India since 1972. It currently works in 25 States and one Union Territory, with more than 250 partners and allied organisations. ActionAid India seeks to ensure that the poorest and marginalised have access to the fruits of development, and legal and Constitutional rights to food and livelihood, shelter, education, healthcare, dignity and a voice in decisions. ActionAid India works with organisations, institutions, government ministries and its various commissions at the State and Union levels to achieve this.

About The Alter Project and WATConsult

The Alter Project is WATConsult’s dedicated vertical for public service campaigns fronted by brands and institutions. The vertical through its campaigns, will leverage the power of digital to champion causes, challenge archaic norms, drive civil action and inspire change.

WATConsult is more than a decade old, leading and most awarded digital and social media agency from India, founded by Rajiv Dingra in the year 2007. It also has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. A part of Dentsu Aegis Network, it has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. It has won 9 Agency of the Year awards including ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi, ‘Boutique Media Agency of the Year’ at Media Ace Awards, Mumbai, The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards, Digital Agency of the year at DOD awards 2016, the most recent Digital Agency of the Year at Delhi Ad club awards 2017, Marketing Agency of the Year at MCube 2017, The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017 and ‘Display Agency of the Year at Digixx 2018.

About Dentsu Aegis Network India:

Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and Merkle Sokrati.


For any clarification, please contact:

Varsha Rani Tirkey , Email:, Phone: +91 11 40640500