Campaign India Team
Feb 22, 2017

NGO Haiyya pushes women rights; seeks involvement of women in performing last rites

Watch the film conceptualised by J. Walter Thompson here

Haiyya, an NGO that believes in the power of people, has rolled out an initiative in association with J. Walter Thompson that looks to bring about a social change.
 
The digital campaign titled '#mydaughterwill' pushes the message of getting daughters the same rights as sons when it comes to perform a parent's last rites. 
 
Along with a film that features women talk about how they were denied the opportunity to perform their parent's last rites, five individual minute long films have also been released. The videos end with a message that leads to http://www.mydaughterwill.org/
 
 

 


Tista Sen, national creative director, JWT India, said, “We are committed and stand strongly with all women who have been discriminated against when it comes to this issue. There is a sensitivity we are dealing with and we are mindful of it. We are not courting controversy but to initiate even the beginning of change we understand there will be opposing views. Any conversation however unpleasant are all welcome!”
 
CREDITS:
 
Client: Haiyya
Agency: J. Walter Thompson
Team J. Walter Thompson:  Senthil Kumar, Tista Sen, Nandita Chalam, Vijay Solanki, Shyam Nair.
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
The rise and rise of the influencer
Premium
12 hours ago

The rise and rise of the influencer

A study by the InterPublic Group in association with FCB Cogito consulting is a reminder that authenticity is the principal root of healthy brand-consumer relationships.

Premium
WARC Media Awards 2017: Mediacom India earns 'Effective Channel Integration' shortlist
Premium
17 hours ago

WARC Media Awards 2017: Mediacom India earns ...

Lone entry from India in the category to have made the cut

Premium
Weekend Watch: Pornhub takes to sex toys for song
Premium
21 hours ago

Weekend Watch: Pornhub takes to sex toys for song

Watch the film conceptualised by Officer & Gentleman here

Premium
Weekend Laugh: Producer's Diary by Dalbir Singh
Premium
22 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

Kiss films' co-founder and managing partner continues with his sketches for Campaign India