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Fulcrum Awards

‘Pink’ helps Weber Shandwick India highlight gender issues in India

28th September 2016

‘Pink’. ‘Parched’. Just a few of ground breaking Bollywood films that are using mainstream entertainment to question generations of male privilege.

One of the key issues women face in India is getting the police system to pay attention to their grievances, policemen can often be insensitive about crime again women and brush aside attempts to register FIRs in such cases.

Awards winning director, Vibha Bakshi recently helped organize a special screening of ‘Pink’ for Mumbai cops to sensitive them to gender issues.

Daughters of Mother India

This screening is part of an ongoing effort by Bakshi to highlight gender issues. Weber Shandwick India in 2015, worked pro bono to promote Bakshi’s documentary film, “Daughters of Mother India” and for the larger cause of attempting to sensitize the police to crime against women. This was conceived as a documentary capturing not the angst and public uprising from Nirbhaya’s rape case but to take a look at how things were changing after the tragic incident.

Campaign Objective

Campaign Strategy

Weber Shandwick realized that the police were most often at the receiving end of the public’s ire when it came to such issues from 2 points of view – their inability to stop such incidents from happening and, more importantly, their insensitivity in handling such delicate situations.

Creativity and Execution

Weber strategized that to affect meaningful change within the nation’s complex judicial system, THE POLICE had to be sensitized first, as they are on the front lines of reporting such crimes. These officers come from the same society that historically hasn’t believed in equal rights for women. So they needed to be trained to be more sensitive to victims, as only then would sex crimes be reported.

Evaluation of success / measurement:

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