Title | EYES |
Brand | HINDUSTAN TIMES |
Product / Service | WOMEN'S SAFETY GUIDE |
Category | A02. Posters |
Entrant | R K SWAMY BBDO Mumbai, INDIA |
Entrant Company | R K SWAMY BBDO Mumbai, INDIA |
Advertising Agency | R K SWAMY BBDO Mumbai, INDIA |
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 |
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.
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.
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.
Hindustan Times was able to distribute 80% of its print run of Women’s Safety guides.