The Adivasi March

Chroma was asked to produce an interactive virtual march for action-on-poverty charity ActionAid to support their work with the land rights of the Indian Adivasi people and to drive data acquisition among teachers.

The site was launched prior to the 20th anniversary of 'Adivasi Day' on 5th December 2008. In 1988, the Adivasi tribe of southern India won historic land entitlements after a peaceful march. They now live in 200 small villages, including Chembakolli, which has been used as the basis for ActionAid's successful school resources teaching children about life in an Indian village.

Aimed at school children and teachers, virtual demonstrators are able to create their own character, write a placard and join the march in the animated landscape of the Indian town of Gudalur. When 2,500 marchers joined up, the landscape was extended to show the village of Chembakolli for users to explore too.

The virtual march gives marchers an insight into the prominent buildings and landmarks of Gudalur and Chembakolli as well as clickable interaction with the villagers. Once the marchers place themselves among the throng, they can also search for friends and view other placard messages.

The high degree of user interaction and personalisation was aimed at involving school kids in the project and to provide a useful teaching aid to primary school teachers.