Ahead of the Cannes Lions International Festival of Creativity 2019, we are back with our 'Cannes Contender' series.
The premise is:
How much time really does a Cannes juror get to understand a case or piece of work s/he hasn't come across before?
Too little. It's up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2019 International Festival of Creativity.
Isobar has one such entry
MySchoolReviews.com - #HerCourageLessons
#HerCourageLessons for MySchoolReviews.com, a school listing and reviewing website, is making parents question the way they are raising their girls.
Parents, with love and care, are also unknowingly teaching fear to their daughters through their statements and actions. “Avoid going to certain public spaces”. “Don’t wear certain types of clothes”. “It’s not nice to talk back”. These statements come rightly under a blanket of concern, but inadvertently, what they also do is instil fear in girls. According to a 2018 report by Save The Children, a global non-profit organisation, more than 63 per cent of parents in India teach fear to their daughters. #HerCourageLessons urges parents to relook at the lessons they are teaching their girls from a young age.
The campaign has been launched through various forms such as digital, print, radio and outdoor. Taking influence from popular children’s rhymes, each set of communication through films, books radio ads and cards throw light on a prevalent fear that parents unintentionally pass on to their daughters.These lessons in fear are so deeply imbibed in every girl’s conscience that they become unforgettable, just like rhymes are. Today, when women empowerment has become the norm, it’s time we relook at what we are teaching girls from the start and make them fearless, not fearful.
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