Client: Bombay Teen Challenge
Scope: Branding, website, design & copywriting
Brief: Branding an NGO that rescues people from the throes of danger.
Approach: How does one capture the essence of an NGO that rescues men, women and children from the most notorious locations in a city? For over 28 years, Bombay Teen Challenge, a non-profit organization, has been working to rescue and restore men, women, and children from dangerous and tragic situations in the city of Mumbai.
Our task was to brand the BTC campus as a credible initiative, create its website, brand their outreach programmes under one banner (BTC Ashakiran), and create promotional material for a crucial fund-raiser held in Mumbai. Although our association with BTC was short, this remains a project that’s close to our hearts.
Background: An organisation that understands rescue is only the beginning of a long journey towards healing, BTC Ashagram is BTC’s campus which provides rehabilitation and education programs for its residents. Majority of BTC Ashagram’s residents formerly lived in the brothels of Kamathipura, an area where within its 14 lanes, over 40,000 women and children are held as slaves.