Kyoorius Advertising Awards
Art Direction > Press
KYOORIUS ADVERTISING AWARDS - Industry Craft (Art Direction > Press)
UnmuteTheAbuse - Maharashtra State Commission For Women
Client: Maharashtra State Commission For Women
Baby Blue Elephant
|Brand:||Maharashtra State Commission For Women|
|Client:||Maharashtra State Commission For Women|
|Description:||Amidst the Covid 19 induced lockdown, India had seen a rise in domestic abuse against women. Those victims were rendered voiceless especially when they were stuck with their abusers at home. Maharashtra State Commission for Women wanted let these victims know that help is available on their crisis helpline.
We found a creative vehicle in the form of the clay art. India has an ancient tradition of making handmade clay toys. The first clay toy that archeologists unearthed was that of a child and a mother, which is a symbol of motherly love. Through these toys, children are taught the age old traditions and stories with morals.
The creative shows a clay art rendered in the shape of a traditional Indian door latch. This latch which is supposed to protect the ones living inside a home, itself became a powerful symbol to express the plight of domestic victims.
The art takes an inspiration from an ancient Indian tradition of making clay toys. Rendered in the form of a traditional Indian door latch, it brings to the light the plight of domestic abuse victims who are stuck at home with their abusers and are rendered voiceless. They would want to reach out for help if only if they knew where to find help. So this art while depicting their plight also had to make then aware of the possible means of help which is the product in this case - the domestic crisis helpline number provided by the state commission for Women.
|Company Credits:||Makani Creatives Pvt Ltd|
|Individual Credits:||Managing Director - Sameer Makani|
|Individual Credits:||Executive Creative Director - Anant Medepalli|
|Individual Credits:||Associate Creative Director Copy - Amol Jadhav|
|Individual Credits:||Associate Creative Director Art - Nilesh SIngh|