Why is this work relevant for Direct?

A HELPLINE HIDDEN IN A WHATSAPP VIDEO. This was not a war fought out in the open against an unknown enemy; it was a silent struggle waged inside the home against an all too familiar one, it needed a sensitive and different way to reach both the victims and possible rescuers. Hence the Helpline hidden in a Whatsapp Video Chain was designed to draw real time responses. The situation called for a sensitive and safe way to help them, which is why the Whatsapp Helpline became a safer way for a woman who had to surreptitiously reach out for help.

Background

During the onset of the pandemic, and the ensuing lockdown, while across all messaging, people were urged to stay at home, we had the challenge of throwing light on how unsafe home was for a select few with instances of Domestic Abuse rising on a daily basis. As all media messaging drove people indoors, we realised there was a segment of people for whom home was not a safe place since they were trapped with their abusers, unable to escape. We threw light on what the UN called the Shadow Pandemic, setting it against the context of the Covid 19 Pandemic as a narrative. A HELPLINE HIDDEN IN A WHATSAPP VIDEO CHAIN REACTION. The situation called for a safe way to aid these struggling women, which is why we launched a Whatsapp Helpline, which let woman who couldn’t leave home reach out for help while people were being socially distant.

Describe the creative idea (30% of vote)

A HELPLINE HIDDEN IN A WHATSAPP VIDEO. During the onset of the pandemic, while the entire country was urging people to stay in their homes with every phone call, every news bulletin signing off with “Stay home, stay safe”, we realised that there was an entirely unexpected side-effect of the lockdown that had not really come to light! This was not a war fought out in the open against an unknown enemy; it was a silent struggle waged inside the home against an all too familiar one, which is why Domestic Abuse was called the Shadow Pandemic by UN Women. We chose to focus on the silent struggle of women who, no matter who they was, or what economic or social strata of society they came from were faced with the same sense of horror and helplessness, locked in the same house as their abusers, with no way of escape.

Describe the strategy (20% of vote)

While everyone was looking at the pandemic, we looked at the side-effects of the pandemic that had not come to light, by taking on a problem that was hiding in the homes, and setting the narrative against the Covid 19 Pandemic. We also leveraged WhatsApp through a Whatsapp Helpline for its ability to not just reach people but offer help to women in a more discreet and safe manner while they were trapped with their abusers. so this way, we targeted both the people who needed to be made aware that there was help and the people who were in a position to help. It was designed to address the issue of safety and confidentiality during the lockdown and even after, when stay at home, work from home and social distancing continued to make the solution relevant. Issues like Domestic Violence always take on new forms, keeping the Helpline relevant.

Describe the execution (20% of vote)

A HELPLINE HIDDEN IN A WHATSAPP VIDEO. The film was primarily pushed on WhatsApp, the most used Social platform by families in India. Secondary release: all social media video platforms like Facebook, Instagram, YouTube, Local Cable Channels First launched: National Lockdown on 01 May, 2020 across WhatsApp Groups. Secondary Release from May - Dec 2020 across other Channels. Its relevance continues shared and forwarded through the pandemic The impact was achieved on a local and national scale, the way it was designed. The film set out to reach, and reach out to women with a message of empathy and safety to let them know their situation was not lost in the pandemic. The Helpline received more than 9600 calls because it was a safe way to reach out for help during the pandemic while trapped at home with their abusers.

List the results (30% of vote)

The never-before nature of the pandemic and the lockdown demanded an immediate solution: the Whatsapp helpline. It was designed to address the issue of safety and confidentiality during the lockdown and even after, when stay at home, work from home and social distancing continued to make the solution relevant. Issues like Domestic Violence always take on new forms, keeping the Helpline relevant. Unfortunately, change in behaviour takes time and patience. Throughout the pandemic, the Vidya Helpline has received more than 9600 calls which meant it became a safe space for people to reach out for help. The film touched many across Social Media and cast light on this other pandemic that was hidden in the shadows.