In this era, when a woman and a man are believed to have equal rights, there are still some areas of concerns, for instance, a woman is not allowed to perform the final rites of her dear ones as it is solely considered a man’s rights. This is the theme of the new campaign #mydaughterwill, initiated by JW Thompson.
JWT has tied up with a Delhi-based NGO, HAIYYA, and started this campaign on January 31 in order to bring forth equality in society in this aspect as well.
Speaking about the campaign, Tista Sen, National Creative Director of JWT India, said “#mydaughterwill is an initiative that we are extremely proud of. These are not ideas that usher in change overnight but seep into your thinking and conversation and one day herald change.”
In a recent video posted by the team, people have expressed their disregard for the long-held societal norm and have also narrated the way they were affected by this. One such experience shared in the video was where a family with two daughters had to request their cousin brother to perform the final rites of their father. A lady in the video questions the society asking, ‘If women give birth to children then why are they denied to participate in rituals of death?’
“This is a digital campaign. We have created emotional videos of people sharing real life stories. These are being shared on YouTube and a microsite created for the cause - www.mydaughterwill.org. We are promoting the campaign on Facebook and Twitter. We intend to run the campaign over the next 12 months because social change takes time,” said Nandita Chalam, Sr. VP and Executive Creative Director, JWT India.
Speaking to Exchange4media about the campaign that he originally designed, Senthil Kumar, Chief Creative Officer, JWT India, said, “JWT has always pioneered ideas that are socially relevant and solve human problems across the world. Most recent ones being the Life Saver Backpack for school children crossing water bodies on their way to school in Colombia, the Touchable Ink technology for instant Braille printing in Bangkok and the Blood Banking App that transformed the way Blood Donation Drives are conducted in South India shifting the needle from Donation to Saving Your Blood in a Savings Blood Bank Account and withdrawing it for yourself or transferring it to someone in need. The Blood Banking App is being applied across different regions and the Health Ministry has expressed the intent t make this a national movement. The latest social change idea from JWT is #mydaughterwill.”
The other social cause campaign that JWT had initiated and is still running successfully is the Blood Bank where they launched an app which helps in creating a savings account for blood donors. The mobile phone app reminds the user to make blood deposits every three months. And should a situation arise when the donor or anyone needs blood, then the donor can withdraw the required amount of blood and use it in times of medical emergency.