 The founders of CRY chose not to be a grassroots-level implementing organisation working directly with underprivileged children.Instead, they opted to make CRY a channel or a link between the millions of individuals who could provide resources and the thousand of dedicated fieldworkers who were struggling to function for lack of them.In 2007, its media campaign showing "smiling kids" and asking citizens to partner instead of simply donate, was seen as departure from stereotypical NGO sector advertising in India.