Mattruchaya

The identity for Don’t Call it Charity, Call it Childhood reframes support for the children of Mattruchaya Orphanage by shifting the focus from sympathy to dignity. Using thoughtfully curated AI generated imagery, natural light aesthetics, and candid action as its visual foundation, the campaign celebrates childhood as a right rather than an act of giving. Its minimal black and white style and cohesive messaging present every child with respect and potential, creating a narrative that restores the simple, universal essence of childhood.