Red bindis are worn by married women in India, yet 24 million of them are child brides. Child marriage leads to more domestic violence, sexual abuse, infant mortality, illiteracy and poverty. After India ignored a UN resolution to end this social evil No Child Brides started the Dot By Dot campaign to raise awareness of this issue, by creating a picture of a child bride made out of 39,000 white bindis - the number of child marriages that take place in India each day.
Women from restaurant staff to celebrities and fashion models wore a white bindi, which became a powerful political statement and pictures spread like wildfire via traditional channels and social media. With a very limited budget 22 million impressions were created and 10,468 pictures were shared.
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