Social Marketing Lessons from Child Relief & You (CRY)

Case Study: Social Marketing Lessons from Child Relief & You (CRY)

Child Relief & You (CRY) is an organization that has successfully mobilized resources and involved the private sector in its programs and initiatives. In this blog post, we will explore the strategies adopted by CRY for social marketing, with a focus on their efforts in corporatization and utilizing corporate strategies for the betterment of society.

Section 1: Going The Corporate Way

In recent years, CRY has recognized the potential of corporate partnerships in amplifying their impact. By collaborating with corporate entities, CRY has been able to leverage their resources, expertise, and networks. This approach has not only increased the visibility of CRY but has also allowed them to tap into new avenues of funding and support.

Section 2: Background Note

To understand CRY’s success in social marketing, it is crucial to delve into their history and core values. CRY was founded with a vision to ensure every child’s right to a happy and healthy childhood. Their commitment to transparency, accountability, and sustainable development has earned them the trust of both individuals and corporates alike.

Section 3: Marketing A Cause

CRY’s marketing strategies revolve around creating compelling narratives that resonate with their target audience. By sharing stories of real children and communities impacted by their initiatives, CRY humanizes the cause and inspires empathy and action. Their campaigns utilize various channels, including social media, traditional media, and events, to raise awareness and engage the public.

Section 4: Refocusing

As CRY continues to evolve, they have recognized the need to adapt their strategies to the changing landscape of social marketing. One key area of focus is on collaborating with corporates not only for financial support but also for skills-based volunteering and employee engagement initiatives. By integrating the private sector into their programs, CRY has been able to tap into a vast pool of expertise and resources.

Section 5: Aiming High

CRY’s success in mobilizing resources and involving the private sector is a testament to their vision and determination. Their ability to form meaningful partnerships with corporates and effectively communicate their cause has allowed them to scale their impact and reach more children in need. By continuously aiming high and setting ambitious goals, CRY has become a leading example in the realm of social marketing.


In conclusion, CRY’s strategies for mobilizing resources and involving the private sector in their programs have been instrumental in their success. Through corporate partnerships and effective marketing, CRY has been able to create a positive impact on the lives of countless children in India. Their story serves as an inspiration for other organizations and highlights the power of social marketing in driving meaningful change. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry