AGENCY: YUVAA ORIGINALS | CLIENT: SAVE THE CHILDREN
Campaign #LightUpHerLife
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The Brief:
Strategise and execute a holistic digital and on-ground campaign around 'girl safety' that resonates with the community and reaches out to policymakers.
Start conversations regarding a better infrastructure and a safer public transport through installing more street lights, CCTV cameras, SOS buttons, geo-tags and so on.
Invite more people to participate and geo-label the areas that are not lit well utilising a connection that can be found on Save the Children's website.
The Concept:
We named the campaign #LightUpHerLife and activated it during the festive season of Diwali. The deliverables ranged from infographics and carousels to a short film titled 'Girls Got Talent' featuring Karan Johar and Mithila Palkar.
The film is about the deadening apprehension experienced by Indian women and their 'talent' while navigating dark, separated spots everyday.
Through the film, Karan has urged people across India to join the movement to take steps to change the landscape of the cities and neighbourhoods by identifying unlit places and geo-labelling or sharing them on social media using the hashtag #LightUpHerLife.
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