The Centre for Equity and Inclusion (Cequin), a non-profit organisation, has sought to highlight the lack of safety for women in the nation’s Capital in its report titled ‘Perception and Experience of Gendered Violations in Public Places of Delhi’. To support the cause a campaign conceptualised and executed by Brand Planet Elephant has been unveiled that aims to create awareness and facilitate a movement towards making Delhi safer for women.
Anjan Roy, Director, Brand Planet Elephant, explained, “Often, there are sociological reasons cited for Delhi’s rudeness. But the Capital’s attitude towards women needs rapid change. And this is where Delhi’s own icons like Virender Sehwag and the Delhi Daredevils can help in impacting behaviour.”
The campaign includes press, radio, outdoor and even a film that shows Sehwag taking a boy to task for passing a lewd comment on a girl.
Written by Sambit Mohanty, Executive Creative Director, Brand Planet Elephant, the film was directed by Narayan Shi of Final Frame films. Mohanty said, “The film’s objective is simple – to convey that being a Daredevil is not about harassing/ eve-teasing women. It equates a real Daredevil to a man who shows respect for women.”
The campaign is targeted at the 14-20 age group. However, the message will spill over to all age groups and SECs in Delhi. “These are the years where behaviour is shaped. If we can address this TG effectively, we would have made a dent,” Roy added. The campaign will seek to involve strong ground level involvement beyond just traditional media.
Sara Pilot, Co-Founder, Cequin, commented, “Cequin is actively working on gender issues with a special focus on gendered violence and violations in the public space. Our recently launched campaign ‘Make Delhi Safe for Women’ is in partnership with the Delhi Government and aimed at creating awareness and facilitating a movement towards making Delhi safe for women. While preparing ourselves to be better in terms of infrastructure for the upcoming Commonwealth Games, it becomes extremely important for us to work towards making our city a safe one. This survey provides the much needed focus and direction with its alarming findings and enabling us to accordingly develop the remedial action points.”