We, the Daughters of India
Media associated with this campaign
Overview of this campaign
A LITANY OF DENIALS
Disadvantaged - Women are conditioned from childhood to be subservient. India ranks 130th amongst 188 countries in UN’s Gender Inequality Index
Conservative social mores - A girl must persuade her own family to let her work. Her in-laws are more likely to yank her out of the workforce and into social isolation.
Employment opportunities - Female participation in workforce is down from 35% in 2005 to 26% in 2016.
Default Mode - Women mustn’t work unless there’s a financial need. Such social restrictions become more rigid higher up the caste hierarchy. Our women contribute 17% to GDP compared to the world average of 37%.
Marriage – 41% of Indians think that married women shouldn’t work.
Safety – Reuters names India as the most dangerous country for women.
DENYING WOMEN ACCESS TO JOBS HAS HELD BACK INDIA’S ECONOMY: IMF estimates that equal participation of women in the workforce will increase India’s GDP by 27 percent.
TIME TO END THE GREAT GENDER LIE
Of all human hierarchies, the idea of gender is the most enduring and bewildering - firmly embedded into culture.
But cultures are malleable, and how?
With millions of women starting to work, tiny unseen rebellions are triggering massive social change. This "stepping out" will have an exhilarating snowball effect on old, settled patriarchies.
Dainik Jagran decided to lay the ground to imagine a world where gender doesn’t define a person. We created a platform from where daughters of India are heard, valued and spoken to.
The campaign gave voice to women breaking away from hackneyed traditions, warped social thinking and double standards of morality that block their contributions to the country. We attempted to build public opinion to sweep aside anachronistic and decadent cultural elements, and rebuild the vitally, progressive ones, to equalize the bargaining power between genders.
- Lend a 1st person voice on the gender issue
- Challenge rigid gender stereotypes
Not sell more copies, but propel Dainik Jagran as an agenda-setting newspaper
Results for this campaign
Central to our strategy was creating 7 inspirational video stories featuring 17 women who challenged gender stereotypes and embarked on jobs that were hitherto ‘pre-ordained’ as male preserves. Some of them were Plumbers, Bus Drivers, Porters, Masons, Security Personnel, Teachers of Feminism, Drill Operators, Mine workers, and so on.
These 7 videos were promoted through Social Media
- Reach of 8.7mn
- 1mn+ Active Engagements
- Were shared on 1062 hyper local Whatsapp Groups which could potentially reach many multiples more
Other activities in Mainstream media:
THE DAUGHTER’S NEWSPAPER: We invited 35 girls to train in our newsrooms and create their version of the newspaper. On 11th October – the International Day of Girl Child, readers woke up to a newspaper edited by the Daughters of India. It was a newspaper that stirred the collective conscience of Indians.
3mn copies of the newspaper reached out to 17mn readers.
BREAKING THE PRISON WALLS OF CULTURE AND STEREOTYPES: We published 188 stories on women chronicling how they fought resistance from their families and society, and stood as equals in an unequal world. These stories reached 59mn readers of Dainik Jagran.
CREATING OPPORTUNITIES FOR DAUGHTERS: On 11th Oct, we appointed 62 girls as advisors to MPs, District Magistrates, and Medical Officers for one day. This symbolism captured the hopes and ambitions of millions of girls, and could positively impact ingrained gender inequity. These stories reached 17mn readers.
LISTENING TO DAUGHTERS: On 11th October, we asked 1150 girls across India to express what being a woman meant to them. Their messages resonated hope, ambition, courage, and the will to overcome.
Our campaign took the gender issue out of the private realm and put it into the public sphere.
IMPACT ON BRAND: Dainik Jagran had the Highest Brand Awareness, Satisfaction, and Intention to Read. It was the most Preferred and Recommended brand. We scored the highest across every brand imagery parameters with an average lead of 37% over competition.
* Brand Study, Dec 2018