| Title | GALLOWS |
| Brand | VACHA TRUST |
| Product / Service | FEMALE INFANTICIDE AWARENESS |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | PUBLICIS AMBIENCE Mumbai, INDIA |
| Entrant Company: | PUBLICIS AMBIENCE Mumbai, INDIA |
| Advertising/Web Design Agency: | PUBLICIS AMBIENCE Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Ashish Khazanchi | Publicis Communication Pvt. Ltd | Chief Creative Officer |
| Tushar Kadam | Publicis Communication Pvt. Ltd | Executive Creative Director |
| Sohini Dasgupta | Publicis Communication Pvt. Ltd | Executive Creative Director |
| Shahrukh Irani | Publicis Communication Pvt. Ltd | Senior Creative Director |
| Santosh Sonawane | Publicis Communication Pvt. Ltd | Art Director |
| Noshir Patel | Publicis Communication Pvt. Ltd | Copywriter |
| Omer Syed | Publicis Modem | Associate Vice President |
| Sunil Suryavanshi | Fingerz | Interactive Designer |
In India, there is a strong social bias against girl babies. Over a million baby girls die before birth every year. Vacha Trust, an NGO for women’s rights, wanted to talk to today's opinion leaders about the magnitude of this problem and get people to offer their support to this cause. We used an online version of the popular game of "hangman", but with a twist. Instead of a man's stick figure, a female symbol gradually began to form as the player kept making mistakes. The words to be guessed were related to sex-selection. The game got people to acknowledge this grave issue. The Vacha Trust saw a 200% increase in web visits and also received a surge in enquiries related to volunteering for various camps.