Background

In India issues like stalking and harassment haven’t received much light. Society has normalized it, and women are reluctant to report it. In India, 1 out of 5 women receive sexual and harassing calls, which is normalized in the Indian society. Truecaller enables users with features like caller identification and blocking spam calls to promote a toxic-free safe environment. The brand stands to enable safe and relevant conversations between people to use their expertise for a social cause. The task was to push the envelope and inspire women to take action to Block and Report against any form of online harassment faced by them, with a genuine narrative that shook anyone’s conscience. The key objectives were to generate massive reach and engagement across social, media channels, and partners; to get people to discuss openly, leading them to break the stigma associated with such issues faced by women.