United Arab Emirates
The world has come a long way from the dark ages when women were oppressed, regarded secondary citizens and didn’t have the basic rights to education and voting. Female infanticide, selective immunization even in the present times have messed up sex ratios in certain parts of the world. There still remains a lot to be done for uplifting the status of women of which education is the primary concern. Educating a girl child can have greater socio-economic benefits than we can imagine. An educated girl, raises an educated family, gets economically independent, practices greater hygiene and thereby contributes to a more productive and successful society. Our goal here was to communicate the startling achievements possible if society would change its mindset and give equal weightage to the girl child and their education, which often takes a back seat. Project Story, Audience, Competitive landscape, Constraints/Limitations, Objectives Strategies, Creative execution, Results. The visual had to be smart, quirky, self-explanatory, showing both sides of the same coin. The final creative did just that. As women are, even today, stereotyped to be home-makers with taken-for-granted duties of cooking, cleaning and raising kids, we decided to use these very elements to project what a girl could achieve with a little encouragement and sound education. So the broom was doodled on to form a rocket, the roller became a bike, a chain became a stethoscope, so on and so forth signifying limitless possibilities. The creative struck strongly at the core of the problem and was an instant hit. Earned rave reviews. The creative was done in Hindi as it was meant primarily for India and circulated viraly though WhatsApp and through Facebook. An English version was done to increase reach to non Hindi speaking audience.