The women at MullenLowe Lintas Group have launched #NoCoverUp to create awareness about domestic violence and reach out to the victims by reassuring them that they are not alone in their fight. The initiative is supported by MTV India, Saregama, and Akshara Center.
According to the official data of the National Commission for Women, complaints of domestic violence increased by more than 100% since the nationwide lockdown commenced in India. The number of domestic violence grievances received by the NCW doubled from 123 to 239 between March 23 and April 16 – the first few weeks of the lockdown.
Amongst all the data that’s thrown around as a result of the ongoing pandemic, this steep rise in cases of domestic violence tends to get largely ignored.
Since the lockdown began, the number of people being targeted in their own homes by their partners has only increased. High vulnerability and constant proximity to the abuser has led to women suffering, day in and day out.
“This campaign aims to begin a movement by encouraging victims to come out and find the courage to tell their story.”
Akshara Centre – a not-for-profit women’s organization – has been at the forefront of the movement to rally support and bring about a change in society.
The campaign helps victims, reassuring them that they are not in it alone and encourages them to take the first step – not cover up. The movement aims to assure victims that help is available and to find the courage to step forward.
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“This campaign aims to begin a movement by encouraging victims to come out and find the courage to tell their story,” said Sindhu Sharma, Executive Creative Director, Lowe Lintas.
“To ensure the messaging gets through in an impactful manner, we backed the concept on popular social trends – one of them being the makeup brush challenge. We have also included a well-known track as the background of the film to build the story. As a package with all the combined elements, this helps land the message evocatively.”
MullenLowe Lintas Group is committed to triggering a crucial wave through meaningful conversations on the subject and, Garima Khandelwal CCO of Mullen Lintas, Poonam Wahi of Lintas Productions, Priya Balan from Mullen Lintas and Rosanne Rodricks from Lintas Live are leading the charge.
“Despite its high incidence in our country, domestic abuse is not something that people, especially those who suffer it are comfortable discussing. It is typically something that just gets brushed under the carpet. Many a time by the victims themselves, who make excuses so as to protect the perpetrator who happens to be their partner.,” said Navin Shenoy, Head of Marketing – Youth, Music, and English Entertainment, Viacom18.
“Through this campaign, we hope to ignite strong and impactful conversations around the issue of domestic violence. And to reassure victims that they are not alone and that they can and should fight against it, to evocatively nudge them to take the very first step that is not cover up the abuse any more. We are really pleased to see the Group’s specialist capabilities collaborate for this humanitarian cause.”
“We are happy to support the #NoCoverUp initiative and whole-heartedly rally behind the cause of women’s safety and the fight against domestic abuse. At MTV, we believe that today’s youth is no longer an armchair activist and wants to take action for the improvement of their society. With this campaign, we aim to turn their attention towards domestic abuse and encourage them to speak up – for themselves and for others, without hesitation.”
Domestic Violence is a serious issue and there is a need to raise awareness amongst the younger generation and channel their energy towards the cause. MTV has partnered with MullenLowe Lintas Group to highlight this problem.
Besides showcasing the campaign film on-air, the brand has also rolled out a social media campaign on its social pages which reach out to over 35mn followers, urging its young audience not to cover up an act of domestic violence.
The campaign from MullenLowe Lintas Group utilized the strategy and creative prowess of its creative agencies, Lowe Lintas and Mullen Lintas, coupled with video content production by LinProductions. Lintas Live has worked on amplification of the campaign to ensure it reaches its target audience – the victims and the bystanders.
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