The best of non-profit advertising and marketing for social causes

Street harassment reflects badly on you

Street harassment reflects badly on you

India: Street harassment reflects badly on you

I like what this PSA about street harassment is trying to say. I’m just not sure it is an effective approach to ending street harassment in a country where sexual assault regularly makes world news.

From the description on YouTube:

“WOMEN EMPOWERMENT” is the need of the hour. On 16th December 2012, the horrific incident of Nirbhaya’s Rape Case not only shattered Nirbhaya’s family but every single Indian. This incident did trigger a sense of solidarity to stand up, fight against and do our best to eradicate such atrocities & gender inequality.
At Cinema100, 2013, a WWI Initiative to commemorate the completion of 100 years of Indian Cinema, we commissioned our Alumni Ketan Rana to make an ad on Woman Empowerment.
Watch the video & Spread the awareness to Think, Reflect & Act!

That there is a particular problem with rape culture in India goes without saying. The question is whether men who express it in sexual staring, comments, or other public aggressions can be shamed out of the behaviour. In my experience, exposing people’s bad behaviours in this way tends to result in denial (“I’m not like that”) or worse — mockery of the ad as a way to diminish its message.

If the purpose of this PSA, however, is to tell women they can fight against street harassment by calling it out, it may get that point across. In that case, I suggest that a partnership with Hollaback! India would follow the message with a more tangible call-to-action for women.

Advertiser:
Whistling Woods International
Agency:
POSTMAN PIKTURES (WWI Alumni Production)
Additional credits:
Director: Ketan Rana
Producer: Vishal Gandhi
Cinematography Mentor: Kiran Deohans
Cinematographer: Aakash Raj
Music Director: Ram Sampath
Singer: Sona Mohapatra

Source:
Feministing

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency.
Read more

We respect your privacy. We try to keep the setting of cookies as low as possible - Information: Cookies policy.
Accept Cookies
x