It’s not easy being a kid in the slums or on the pavements of Mumbai.
Life is tough, parents often work day and night but barely make enough to put food on the table.
On the other hand, the goons and slum lords seem to have all the time, money and respect a child could want. Unfortunately, without other role models, these criminals are the people who the children begin to look up to...
...and school sadly falls by the wayside.
Enter FCB Interface and Door Step School who came up with an innovative plan to give these impressionable kids new role models from within their own communities.
Streets in India are named after famous people but the slums of Mumbai are a maze of hundreds of narrow, crisscrossing streets, many without names.
The campaign named streets in Mumbai’s Ambedkar Nagar slum, home of more than 2.4 million people, after the best academic performers in school. In doing so, the aim was to get children to believe in education and making a better future for themselves.
The children were celebrated in a road naming ceremony with the community and celebrities in attendance.