Obun2 Campaign on World Day Against Child Labour

On the occasion of World Day Against Child Labour, Obun2 launched a powerful nationwide digital campaign on 12 June 2025 to highlight the harsh realities faced by millions of children in Pakistan who are trapped in child labour. Using a series of emotionally charged visuals, storytelling, and advocacy messages, the campaign drew attention to the gap between policy promises and the lived experiences of children working in streets, workshops, roadside eateries, and homes.

The theme of the campaign was rooted in truth: “Child Labour Takes More Than Childhood – It Takes Away Tomorrow.” Through bold imagery and heartfelt narratives, Obun2 exposed how child labour strips children of education, dignity, and their basic rights. One image featured a child watching the national budget announcement on a dusty television while holding a food tray, beneath a wall marked “Say No to Child Labour.” Another image contrasted a bright classroom with laughing schoolchildren against a boy polishing shoes below a slogan that read, “When words don’t match the world.” The stark contrast between policy slogans and street reality powerfully challenged the indifference that often accompanies this issue.

Another striking visual showed a child selling white roses through a car window, facing a smiling schoolboy—capturing the inequality of opportunity and circumstance. “One born to dream. One forced to survive. Both are children of Pakistan,” the caption read, reminding viewers that all children deserve equal protection and opportunities.

Obun2’s campaign also honoured the invisible hopes of working children. A close-up of a child’s eye, accompanied by the line “He sees the dream. But no one sees him,” served as a haunting reminder of neglected potential and unfulfilled dreams.

This year’s campaign aimed not only to raise awareness but also to demand action from policymakers, businesses, and the public. Obun2 called for:

• Increased budgetary allocation for child protection and education in the 2025–26 national budget;
• Strict enforcement of child labour laws and inspections in informal sectors;
• Rehabilitation services and access to quality education for working children;
• Public awareness initiatives to shift mindsets and break the cycle of normalised child exploitation.