CHENNAI: More than 20 years later, the Ministry of Women and Child Development has changed the logo of Child Help Line (CHL) 1098 from Child Line ‘day & night’ to ‘1098 Child Helpline 24/7’.

The child welfare section of the ministry announced that it has changed the CHL logo under the Mission Vatsalya scheme.

Stakeholders, including child rights activists, have pointed out that the revised logo might not reach the rural crowd as the terms used in the new logo are vague. “The helpline is designed as a critical, life-saving service for children in distress, and its communication elements —including the logo — must be immediately understandable to all children, irrespective of age, education level, literacy, or geographical location,” said A Devanayan, a city-based child rights activist.

He added that the earlier logo included the phrase ‘Day and Night’, which conveyed in simple and universally understood terms that the service was available at all times. For instance, when translated, ‘Day and Night’ in Thamizh means ‘pagal-iravu’.

“This wording aligned well with child-friendly communication principles and ensured instant comprehension even among younger children and those from rural, tribal, or marginalised communities. The term ‘24/7’ is a commonly used urban lingo,” he opined.

Concurring with him were other activists, who also pointed out that ‘24/7’ was a technical expression that assumed a certain level of numeracy, exposure, and familiarity with time-based terminology. “Many children—particularly in rural areas, among first-generation learners, or those with limited access to formal education—may not clearly understand what ‘24/7’ signifies,” added another activist in the city.

TN officials told DT Next that change in logo and other concerns will be discussed.