About the Campaign
A five-year-old Indian boy gets lost on the streets of Calcutta, thousands of kilometers from home. He survives many challenges before being adopted by a couple in Australia; 25 years later, he sets out to find his lost family.
Impact Goal
Develop the social impact strategy that would drive real action and support the film’s marketing and award campaigns.
STRATEGY
1
Developed partnerships with Childline India Foundation, Railway Children and Magic Bus
2
Liaised with the Ministry of Women and Children in the Indian government to approve the partnership for Childline and LION and accept funds raised in the U.S.
3
Brought together US Fund for UNICEF and UN Foundation to co-host a screening of LION at the Paris Theater on January 4th featuring Nicole Kidman, Dev Patel
4
Created partnership with MoviePass.com for donated advertisements to LION
RESULTS
$650,000
raised for missing and vulnerable children in India in advance of the Oscars
80,000
missing and vulnerable children were helped directly in India
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