#YellowFellow is an award winning CRY campaign that mobilizes citizens to raise awareness for every child’s right to a happy childhood.
Launched in 2018, the campaign is a fun yet meaningful engagement activity where the public is encouraged to show their support for India’s children by becoming a #YellowFellow.
All you have to do is wear/use yellow socks in a unique, creative or quirky way and post a photo of yourself on social media tagging CRY and using the hashtag #YellowFellow.
The idea of using socks as the object association for the campaign is representative of the joy of a happy childhood. It brings the idea of ‘standing up for children’ alive in a very literal way!