The “Make your Mark” campaign, created by Exposure, aims to raise awareness of the charity’s cause and support its four key policy calls to help eradicate child mortality.
The agency has created a nine-metre high and five-metre wide lantern style installation, with the aim of collecting a total of 100,000 thumbprints from “hand raisers”.
Festival goers will be encouraged to place their thumbs into giant drums of coloured ink and to leave their mark on the canvas.
Different colour thumbprints and icons on campaign collateral represent each cause. Make your mark for clean water is represented by a water drop; for healthcare – a heart; to end hunger – a blade of corn; and for preventing disasters – an exclamation mark.
Two 12 metre high rolling canvases will also be erected within the “Make your Mark” installation at each festival.
Colourful pocket leaflets include details of each cause and encourage people to show they care by taking part in the initiative and data capture cards include a space to leave a thumbprint.
It will tour UK festivals including V Festival, Bestival and the Bristol Balloon Fiesta.
Support for the initiative will be presented to governments to force them to take action to stop children dying.