Kyoorius Advertising Awards
Public Service Announcements
Experience & Activation
KYOORIUS ADVERTISING AWARDS - Public Service Announcements (Experience & Activation)
The Nominate Me Selfie - Shakti + The Times Of India
Client: Shakti + The Times Of India
Entrant: FCB India LLP Advertising Ltd
Baby Blue Elephant
|Entry Title:||The Nominate Me Selfie|
|Brand:||Shakti + The Times Of India|
|Client:||Shakti + The Times Of India|
|Entrant Company:||FCB India LLP Advertising Ltd|
Indian state parliaments have <10% women’s representation (global average 25%), leading to not just women’s issues being ignored but generations of women discouraged from participating in politics thereby subverting true democracy and greater socio-economic progress.
Women constitute 50% of grassroots political workers but are rarely given tickets to contest state legislative elections by male-dominated political parties they are affiliated to. This systemic oversight stops them from asking for their due, despite noteworthy achievements.
Shakti, a non-partisan NGO fighting for gender equality in politics, and Times of India, India’s leading daily, partnered to launch a campaign that made turning a blind eye towards women’s representation, impossible.
We started in Bihar (population equivalent to Mexico), India’s poorest, most illiterate state, and took an accessible, universal phenomenon –the selfie– and turned it into a nomination resume. We teamed up with 140 NGO’s that reached 45000 villages to mobilize female party workers to use the ubiquitous WhatsApp to send their “Nominate-me-selfies” to their local party leaders, urging them for a ticket to contest elections.
As hundreds of selfies started to pour in, women’s representation was amplified into a national issue which made front pages, garnering panel discussions and widespread coverage.
Fielded candidates across political parties went up, resulting in elected women legislatives going up by 25%, the highest ever. When rolled out in Bengal (state population equivalent to Vietnam), the campaign resulted in the ruling party giving an unprecedented 45% of its tickets to women.
As this campaign-turned-movement repeats its success, it is creating a pipeline of women leaders, who are challenging political power structures and paving the path to a true democracy, one state election at a time.
|Company Credits:||FCB India|
|Individual Credits:||Swati Bhattacharya - Creative Chairperson|
|Individual Credits:||Anusheela Saha - Group Creative Director|
|Individual Credits:||Kizie Basu - VP, Strategy|
|Individual Credits:||Vishakha Khattri - Senior Brand Manager|
|Individual Credits:||Arun Rawat - Animator + Editor|
|Individual Credits:||Kshitij Chandel - Creative Director|