EYES

TitleEYES
ClientHINDUSTAN TIMES
Product / ServiceWOMEN'S SAFETY GUIDE
CategoryA02. Posters
EntrantR K SWAMY BBDO Mumbai, INDIA
Entrant Company R K SWAMY BBDO Mumbai, INDIA
Advertising Agency R K SWAMY BBDO Mumbai, INDIA

Brief Explanation

Challenge - How do we do this without putting the blame for attacks on women. Objective - To get women to take care of themselves by following a few simple tips contained in the Hindustan Times Women’s Safety Guide.

The Brief

Hindustan Times wanted to popularise their free ‘Women’s Safety Guide’ which was stocked at various touch points relevant to women. This guide contained tips for women to take precautions and stay safe. Women in India, when using public spaces or conveyances, increasingly run the risk of being molested, commented upon, harassed, groped or raped by men. Law and order is poor. Handling of complaints by police is insensitive. Whatever the intellectual issues, women recognise the need for pragmatism.

How the final design was conceived

To this end, a poster was designed for placement at the location where the Women’s Safety Guide was stocked. Without blaming their dress or their behaviour, we communicated to women the need to look out for themselves. Their eyes can do the trouble-shooting for them, if they learn to spot trouble before it manifests itself. This approach placed the source of trouble on others/other things, rather than on the women. Hence the design, where keeping a sharp look-out is a woman’s best weapon.

Indication of how successful the outcome was in the market

Hindustan Times was able to distribute 80% of its print run of Women’s Safety guides.

Credits

Name Company Position
Neeraj Sangani R K Swamy Bbdo Planner
Ramamurthy Iyer R K Swamy Bbdo Account Manager
Nitin Chaudhry Hindustan Times Business Head
Ankit Gandhi R K Swamy Bbdo Account Supervisor
Sunil Deorukhkar R K Swamy Bbdo Illustrator
Ambareesh Chakraborty R K Swamy Bbdo Art Director
Ambareesh Chakraborty R K Swamy Bbdo Copywriter
Ambareesh Chakraborty R K Swamy Bbdo Creative Director
Sangeetha Narasimhan R K Swamy Bbdo Executive Creative Director