|Product||WOMEN ABUSE AWARENESS|
|Entrant||CONTRACT ADVERTISING INDIA Mumbai, INDIA|
|Type of Entry||Use of Media |
|Category||Best Use of Magazines/Newspapers|
|Product/Service||WOMEN ABUSE AWARENESS |
|Entrant Company:||CONTRACT ADVERTISING INDIA Mumbai, INDIA|
|Advertising Agency:||CONTRACT ADVERTISING INDIA Mumbai, INDIA|
Results and Effectiveness:
1. Nearly 152 sexually abused women came out into the open and contacted the organization to seek help.
2. We also received calls from 17 young men expressing willingness to marry the sexually abused woman.
In India traditionally, unlike in the West, alliances for marriage are formally ‘sought’, just like business alliances. To cater to this need, all newspapers have a dedicated page called the ‘matrimonial’ page that carries classified ads of people seeking marital alliances. We placed an ad seeking alliance for a sexually abused woman on the matrimonial page of a major English daily.
Insights, Strategy and the Idea:
In India, the stigma of being sexually abused robs a woman of all hope of receiving a marriage proposal and forces her to live a life of helplessness on the fringes of the society without a life partner. The task was to make educated young men re-examine their attitude towards sexually abused women.