The Campaign

A pure digital initiative, the website design uses the concept of flames and smoke innovatively to unveil elements one by one. When the user logs in, he sees flames take over the page that then condenses to form the MY DAUGHTER WILL logo unit of a girl holding a flame – she being the torchbearer of societal change.We created a website as well as social media properties for the same. The website design incorporates the pyre’s flames and smoke to innovatively to unveil elements one by one. When the user logs in, he sees flames take over the page that then condenses to form the

Creative Execution

The main sections of the website included - - ABOUT: Which explains how the initiative came to be and what it signifies - STORIES: Showcased videos of real people and their take on the movement. While some feature women who were discriminated against, others showcase learned scholars and pundits talking about the issue - SOCIAL: Highlights the conversations on Facebook and Twitter - JOIN THE MOVEMENT: Makes the cause ground-reality by urging people to add a specific clause to their last will and testament that ensures daughters are permitted to perform their last rites

The campaign touched an emotional chord in India and across the world with 2,65,086 people joining the movement. 12,000 parents have pledged their support. The campaign videos were viewed over 240K times. Also, the campaign received a total earned media worth INR 3.6 million.

- A long scroll mobile first website, the design uses Parallax to create an interesting analogy that plays out as images, video and text - Just like wafting smoke, the website appears to be continuously in motion with content moving seamlessly from one section to another - The social spot lit the true stories as videos that in turn brought people to the website where the could ‘Join the Movement’