Agency: dentsu impact | Market: India
Client: My Choices Foundation
The Indian National Commission for Women reported a sharp increase in cases of domestic violence, rape and attempted rape from March 2020 onwards. While the lockdown has been a necessary step to prevent the spread of COVID-19, it also meant that women who are victims of sexual domestic assaults, were trapped inside the house with their abusers. Many have become mothers – with no choice and no way out, facing a future which has been thrust upon them.
To get the world talking about issues facing women during lockdown, dentsu impact in India conceptualised and executed a digital video that put the spotlight on one of the biggest, yet least understood, causalities of the pandemic.
My Choices Foundation aims to give women and girls the choice to live free from violence, abuse and exploitation. Our brief was to highlight this sharp increase worldwide due to the lockdown. As the world celebrated Mother’s Day, its eyes needed to be opened to the plight of millions of women who never had the choice of not becoming mothers.
We conceptualised and executed a digital video to highlight the problem. The video shows women staring at the camera, unable to speak a word. But despite the silence, what we see is anger, angst and suffocation. We hear the claustrophobic pain these women go through every day. The voiceover is their inner voice, pleading for us to help them and prevent them from becoming mothers by force.
As Elca Grobler of My Choices Foundation said, “The video leaves one infuriated and with a feeling of disgust at what vulnerable women have to endure. Although it is extremely difficult to fully know the pain that these women go through, it sends across an immensely strong message – let us not be silent.”
U.S. Pharmaceutical Manufacturer
From a diagnostic and descriptive analysis approach, the solution evolved into a robust advanced analytics omnichannel measurement framework that was proactive and prescriptive in nature.
Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
Foot Locker is always looking for new ways to innovate and improve the shopping experience for its customers. As a result, the brand asked dentsu gaming to integrate a new augmented reality feat...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
More Than That with Gia Peppers
Created for Black audiences and produced and distributed exclusively by underrepresented businesses, the series aims to address the inequities in the advertising supply chain by providing a plat...
The story of Siemens and a town’s energy blueprint for th...
Isobar: The Perfect Candidate – Australian Futures Project
Working with Australian Futures Project, we shifted Australia’s national conversation during election time.
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
Together with dentsumcgarrybowen Taiwan, Sinyi worked to produce “In Love We Trust”, a short film to encourage young Taiwanese to overcome their fear of commitment and to seeking lasting love an...
1st for Women: 16 Days of Light
Diversity and inclusion
FoxP2: First For Women
Facing fear to empower women
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.