MUMBAI: General Mills' Dip Trix - Cookies n' Creme teamed up with Cry - Child Rights and You, to raise awareness about Children's Rights in India through a signature campaign. An open bus with Dip Trix Young Champs and the Trix Rabbit toured the city on 14 January to demand for childrens' rights and garner support for the 'Child Rights First Charter.'

The 'Child Rights First Charter' has been drafted with the belief that providing relief is a short time exercise and that sustainable change can be brought about only by addressing the root causes of poverty and social exclusion.

The Charter makes a demand for more schools, quality healthcare, eradication of child labour, more open spaces for children to play, hygiene and proper housing options and better opportunities for parents, which in turn translates into better care for children.

Through this exercise, Cry and Dip Trix aimed at increasing public awareness on the rights of children in India. The signature campaign witnessed participation from the citizens of Mumbai, as the demands cited in the charter were put forth by Cry. To further this, specific demands will be made to the government to address these rights, informs an official release.

Commenting on the social awareness campaign, General Mills India Pvt Ltd managing director Anindo Mukherji said, "As a brand for kids, Dip Trix cares about the young population of India and their rights. We truly believe that the children need to be heard, cared for, protected and involved in decisions about their life, empowering them today to explore their potential. This association with Cry has given Dip Trix the opportunity to speak up for children and demand for what is rightfully theirs."

Cry director-West Irwin Fernandes said, "The signature campaign provides a unique platform for people to stand for child rights. With Young Champs, Mumbaikars and brands like Dip Trix joining hands with Cry, it states the single message: Child Rights is not just the purview of the development sector. It is a responsibility for each one of us - no matter who we are or what we do. It strongly articulates Cry's conviction that change is possible when people come together for a common objective."

The 'Child Rights First Charter' includes the following points:

- I believe it is every child's right to be in a good school close to her/his home hence, I demand that the BMC start adequate number of good schools in Mumbai to provide for it's 6,50,000 children.

- I believe no child should be malnourished and must have access to quality health service. Hence, I demand the state open new and efficiently run public health clinics, hospitals and PDS (ration) shops.

- I believe no child should work. Hence, I demand complete prohibition of child labour in all places and adequate support by the government to ensure they stay out of labour.

- I believe that play and recreation is the birthright of every child. Hence, I demand more open public spaces and playgrounds for the children of Mumbai.

- I believe no child should have to live on the streets, in unhygienic conditions without access to water and electricity. Hence, I demand the state in its infrastructure plan incorporate quality yet cheap housing option for children and their parents.

- I believe that parents when empowered can care well for their children. Hence, I demand that state initiates an urban employment generation scheme for 22,00,000 jobless parents in Mumbai.

I make these demands from my representative from Mumbai elected to the city municipality, state legislature and the country's parliament.