Words Of Pride

ZEE EQUALITY AWARD (Zee Equality Award)

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Entry Title:	Words Of Pride
Brand:	Disney Star Network
Client:	Star India Private Limited
Description:	Language holds a significant place in shaping one's social identity. In India, despite the diversity of 22 official languages and over 700 dialects, the respectful use of native languages for the 125 million LGBTQIA+ individuals is often overshadowed by derogatory terms - a problem that persists even among the 10% of English speaking population. As India’s leading storyteller, Disney Star has the power to build inspiring social narratives for over 1.44Bn people. But how does one tell inclusive stories without the right words? Disney Star created Words of Pride. An online lexicon of 246+ appropriate words handpicked from 7 different languages. These words were not only taught to people at large but were also used in their content that reaches 700M+ viewers monthly. 150 linguists, experts, queer groups, and allies, invested 30 months of research and 7000 hours of collaboration. delving into historical and contemporary texts in Hindi, English, Telugu, Tamil, Bangla, Kannada and Malayalam. The Result Campaign Reach: 112.1Mn Indians Organic Reach: 77% Cumulative Video views: 94.5+ Mn Engagement: 285K+ Impressions: 171.7Mn 560 Mn+ minutes of Words Of Pride-inspired entertainment content consumed organically. 92% Positive sentiment when other brands were getting lambasted for “rainbow washing”
Company Credits:	DDB Mudra Group
Individual Credits:	Team DDB Mudra Group