The Advertising Club and The Advertising Agencies Association of India have announced the launch of 'The Red Abby' at Goafest 2020. 'The Red Abby' is an appeal to the industry to design inspiring behavior change campaigns that address the issue of violence against women in society. The winning campaign will be crowned 'The Red Abby'.
Ashish Bhasin, president, AAAI, said, “Violence against women is an issue that has been a significant area of concern. It is critical that we as an industry that is responsible and renowned for driving awareness and building perceptions, use our collective capabilities for the betterment of society. We hope that this initiative will help us put together a high impact campaign that will empower women and help change mindsets.”
Partho Dasgupta, president, The Advertising Club, added, "Addressing the Indian Merchants Chamber, I spoke on this very critical issue and committed the support of the Advertising Club to try and see how communication can be a force for good and help change things for the women in our lives. I strongly believe that it is imperative that everyone from the industry comes together and leverages our circle of influence to bring about positive social change. “
The winning campaign will be amplified across media ensuring reach and impact.