In India, every year 1.1 million unborn baby girls die before they are born. A disturbing print ad to raise awareness of female foeticide from Contract Advertising Mumbai.
and do read the messages and notes on the walls of Unchaahi
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9 comments
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June 21, 2008 at 7:20 am
Prady
Compelling !
each word in the copy reflects how a tiny life shaping up so beautifully is murdered in such a shockingly cold-blooded manner. Brilliant!
Jyoe, u did a good thing by uploading this campaign, the least what one can do is disseminate information about this repulsive atrocity
June 21, 2008 at 2:41 pm
jyothsnay
yes Prady,
A highly effective campaign, Stark, devoid of any melodramatic emotions, potent enough to influence the audience, Pause-n-Think about this ridiculous & brutal violation against women. I had an unexplained lump in my throat as I read the content time and again.
Such a hideous discrimination against women, even in this age of modernity, being executed so remorselessly by women”….Worryingly, this selective abortion is far stronger in urban rather than rural areas, and among literate rather than illiterate women, thus breaking the myth that richer and educated mothers alone will result in the erosion of gender bias.
this still happens…
“listen O Sukhma, what a tradition has started!
Drums are played upon the birth of a boy,
But at my berth only a brass plate was beaten..
read this
http://retributions.wordpress.com/2007/02/22/saving-the-girl-child/
June 25, 2008 at 9:01 am
karthik
this is a great copy, but these works are results of a hunger for that eluding award, or recognition, the target group for such campaign may come across this but for most english will be greek and latin,
and for people like me or the educated lot who would decipher the meaning of all that text, I doubt if we still would kill a child because of it being a girl,
purely ad fest material, but none-the-less a great work of words.
June 25, 2008 at 9:04 am
karthik
just read the fine line, hmm now I feel like shit, cant delete the previous comment to, hope people really dialed that number and did some good.
peace.
June 25, 2008 at 9:24 am
jyothsnay
hey kid
That’s a good point! am not going to delete your first comment..it’s valid a point.
“Does award winning advertising sell / work? ” has always been a constant debate amongst the circles. I feel yes, most award winning ads are based on simple human truths and they come across as a lot more informative / entertaining / a pleasant relief to senses (senses which are dumbed n benumbed by mediocre ads). Award-winning ads stand out due to their Freshness. If you look at this one, it is fresh, according to me, cause the tonality of the campaign is “naked, stark and hard, devoid of any kind of guilt, shame, respect, kindness, joy or tears”….it’s cold and mechanical man! N that’s how those bloody women (either forced by their elders/husband or driven by self) act when they decided to pluck the life that’s shaping inside.
This ad shrunk me, felt good about being a woman, felt proud of my not-so-educated parents who adored and respected girls more than boys, they never craved or tried to have a boy (that idiotic relentless effort to have a boy in the family by most in India), despite varied kind of familial pressures. And this ad isnot flashy, it talks about facts, didnt show something that’s unthinkable..n is it trying grab one’s attention? no ..it’s pasted over there and when you walk towards it, it punches at you real hard, by giving a solid reason to pay attention
in most cases, campaigns are released in local vernacular languages.
n you are so right…we tend to miss out critical details that are given in a finer shape..it’s like that Terms and Conditions ..do we read that stuff? naha…do we read all that junk in finer text that comes after Mutual Funds ads..nope
June 25, 2008 at 11:55 pm
anurag.s
Girls are better, ask my dad…
boys are good for nothing…i can vouch for that…
and brouhaha about carrying family name is crap….a propaganda ..a very well organised, well advertised…and misleading like all good ads…without any merit…
June 28, 2008 at 4:11 am
karthik
yeah I have seen people in my relatives, going on pilgrimages to conducting sacrifices and stuff to be blessed by a boy child, i think its funny, but what they do to the girl child is crime; hopefully things are changing a bit. but as long as this stupid dowry system exists , people will eb dumb enough to thikn a girl child will need more money to be spent on… oh now that makes me think are children measured in money when they are born, i guess yes.
June 30, 2008 at 8:52 pm
Alankrita
I am linking your post on our blog unchaahi- http://unwantedgirlchild.blogspot.com
July 1, 2008 at 5:27 am
jyothsnay
Alankrita
Count me in! will slide up your blog to the post. Your sharply defined blog deserves a higher visibility
Jyo