KYOORIUS DIGITAL AWARDS - Digital Design & Craft (Technology > Application Of Native / Built-In Feature)

The Nominate Me Selfie - Shakti + The Times Of India - Shakti + The Times Of India JPG
The Nominate Me Selfie - Shakti + The Times Of India - Shakti + The Times Of India MP4 2m:14s

The Nominate Me Selfie - Shakti + The Times Of India
Client: Shakti + The Times Of India
Entrant: FCB India LLP Advertising Ltd

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The Nominate Me Selfie - Shakti + The Times Of India - Shakti + The Times Of India

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
Description:
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
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