‘Leo Hope’, the social responsibility cell of Leo Burnett, has recently launched a campaign ‘Leher’ against eve-teasing and sexual harassment, in association with ‘Akshara’, an NGO working with colleges in Mumbai. The insight to launch the campaign evolved from the fact that a lot of sexual harassment took place within the vicinity of colleges, and that a platform was needed to restrict such acts. As part of the campaign, a helpline number has been introduced for college goers and others who could seek help in these regards.
According to Russell Barrett, Creative Director, Leo Burnett, “Our whole idea was based on putting the fear of being locked up into the hearts of culprits through one single call, and it was critical that the police had a 24/7 telephone line for this.”
Adding to Barrett’s point, KV Sridhar (Pops), NCD, Leo Burnett, said, “We wanted to ensure that the emphasis was not just on complaints, but on healthier mutually respectful relationship building too.”
The creative team conducted street plays to commence the campaign in every college, to create the initial buzz of non-acceptability by female students, of any kind of eve-teasing or sexual harassment. Post that, the Police Commissioner of Mumbai released posters designed by Leo Burnett, with the telephone numbers.
Phase three of the campaign has been intended to invite students to be a part of ‘Leher’ and actively build a strong base for healthy interactions between the two genders. The entire effort is to make colleges, and then the city, a harassment-free zone.