The problem
Millions of young people encounter street children every day. But do they know how to help in a way that actually protects those children? Save the Children India had developed a Standard Operating Procedure (SOP) with the National Commission for Protection of Child Rights. The challenge: almost no one knew it existed.
What YKA did
The quiz
YKA created an interactive quiz built around the SOP — using trivia not just to test awareness, but to teach it. Each question came with a plain-language explanation of the legal procedures. Framed provocatively: "If You Score 3/10 On This Quiz, You Could End Up Harming India's Future."
Storytelling and social media
The quiz sparked 50+ long-form posts. Social media users held spirited debates and came forward with genuine questions. The campaign moved people from passive curiosity to active inquiry.
Sustained movement
What began as a campaign became a 4-year digital movement. Save the Children was established as the go-to organisation for child rights advocacy, with YKA keeping the conversation alive for young people.
What changed
Nominated for the Social Media for Empowerment Awards 2018 in Communication, Advocacy & Development Activism.
Bollywood actor Dia Mirza took the quiz to amplify the conversation.
Findings informed a 200+ person Changemaker Series at IIT Bombay.
