The Brief

Deep rooted practices of female foeticide and infanticide across India have sent the country's sex ratio plummeting to abysmal lows. The want of a male child is so rampant across society that thousands of unborn foetuses and new born girls are condemned to a merciless death everyday day. The Government has done its bit through regulations and advertising, but hasn't been able to reverse this trend. No wonder then that India's sex ratio touched a shamefully skewed 1000:917 in 2010-11.

Creative Execution

Since welcoming eunuchs into the house to bless a newborn is integral part of Indian culture, we thought the best medium to communicate our message is through them. Also they are the ones who keep track of all newborns in a locality. So they could easily approach the house where a baby girl was born and sang our song celebrating the girl child, driving out all doubts in her parents' minds.

Describe the creative solution to the brief/objective.

We decided to use eunuchs and their expertise for the very first time. We Indians believe that a eunuch's blessings are really powerful, that's why they're always a part of our celebrations, especially those after child birth. We asked them if they'd help us reach out to every doorstep and they agreed. In walked the eunuchs into every household where a girl child was born. Only this time, instead of singing popular Bollywood tunes, they sang especially composed songs in support of the girl child. These songs spoke of women achievers in India and about equality between the genders.

Results

The idea touched a nerve somewhere, since every Indian at birth has been blessed by a eunuch. The media lapped it up and it soon became the talk of town, or shall we say the nation. Celebrities tweeted about it and a eunuch community created on the internet further invited support for the cause. In areas where the idea was executed, there has been a reversal of the trend. More girls are going to schools now. And the best part is that the overall sex ratio has stabilised in the last year.