Leo Burnett helps create a safer Mumbai for women

For the second time Leo Burnett Mumbai has created a campaign for 103, a Mumbai Police helpline for crimes against women. The helpline is a collaborative effort between Mumbai Police and Akshara, an NGO working for women’s rights. The campaign is visible across various touchpoints, including all major traffic signal poles, bus panels, local trains and ticket counters, public places like colleges, hospitals, police stations, cinema halls, etc

e4m by exchange4media Mumbai Bureau
Updated: Mar 16, 2010 10:31 AM
Leo Burnett helps create a safer Mumbai for women

For the second time Leo Burnett Mumbai has created a campaign for 103, a Mumbai Police helpline for crimes against women. The helpline is a collaborative effort between Mumbai Police and Akshara, an NGO working for women’s rights. The campaign is visible across various touchpoints, including all major traffic signal poles, bus panels, local trains and ticket counters, public places like colleges, hospitals, police stations, cinema halls, etc.

The collaboration between Mumbai Police and Akshara has been active for over two years and has helped more than 2,800 women in Mumbai raise their voice against violence.

The team from Leo Burnett Mumbai comprised KV ‘Pops’ Sridhar, National Creative Director, Tushar Kadam, Creative Director, Art Directors Brijesh Parmar and Saki Surte, and copywriter Labanya Ghosh.

Commenting on the campaign, Pops said, “Leo Burnett has been associated with Akshara for a few years now and it is great to be a part of a campaign that empowers women and makes their lives safer.”

The objective of the campaign was simple and straightforward – to promote the helpline number. This was done by depicting women in vulnerable situations holding their phones as a weapon to protect themselves.

Arvind Sharma, Chairman, Leo Burnett India, added, “As an agency, it is our way of giving back to the society by helping those in need, especially women and children.”

The campaign is visible across various touchpoints, including all major traffic signal poles, bus panels, local trains and ticket counters, public places like colleges, hospitals, police stations, cinema halls, etc. Akshara has also tied up with the Mumbai Traffic Department to display the helpline number on all major electronic hoardings across the city.

The campaign was launched at the Azad Maidan Police Club on March 4, 2010 in the presence of Chandra Iyengar, Additional Chief Secretary (Home). On the occasion, Iyengar announced that by April this year, the helpline would be available across the entire state of Maharashtra.

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