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| make delhi safe for women campaign |
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| Campaign Activities |
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| Delhi Daredevils Campaign |
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| Creating awareness is a critical component of the project. CEQUIN's public service messaging is pitched for behavior change in men and boys, attempting to redefine the concept of ‘masculinity’ and creating positive role models. Being a city centric campaign, it also draws upon the spirit of citizenship and pride of city. Cricket team Delhi Daredevils, who are the goodwill ambassadors, perfectly symbolize the content of the campaign’s message. With support from the GMR Group and Asian Roots, CEQUIN has created public service messaging, including spots on radio and television, posters and hoardings. Virender Sehwag of Delhi Daredevils has been used in the PSMs to target young men and boys towards a mindset change through sensitization and deconstruction of stereotype images. The PSMs like “Treat women with the respect they deserve and you will deserve to be called a Daredevil” encourage men and boys to respect women, and to be proactive in shunning all violence against women. Women are being targeted to boost their self-confidence and encourage them to resist violence and abuse perpetrated on them. |
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| CEQUIN was able to run a successful campaign with limited funding, thanks to strategic partnerships. The Ad spot was carried by media partners NDTV for 3 months which brought great value. Other media organizations also carried it including - Indian Express, Bag Television, India TV, CNN-IBN, Aaj Tak and Times Now. The TV ad spot has been hosted in various websites and viewed extensively. It was also screened as a quiz question at the Brand Equity quiz conducted by Derek O'Brian. The hoardings across prominent spots in Delhi were hosted for 2 months by corporate partners Ansals and Asian Roots. |
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