Ignitee has bagged the digital mandate of Breakthrough, a human rights organisation that aims to prevent violence and discrimination against women. The account was won following a multi-agency pitch.
Ignitee Digital has been tasked with building an active social media presence for Breakthrough. Ignitee Digital is also looking to develop the organisation's website and turn it into a platform which encourages people to participate in Breakthrough's support network. Breakthrough was launched in 2000 by Indian-American human rights activist and cultural entrepreneur Mallika Dutt and the organisation has roots in India and the US.
The digital agency is currently managing a #Selfies4School campaign, enabling people to voice their opinion against marriage of girls before the legally allowed age. In addition to this, the agency will look to create multimedia tools and programmes including short animation films and long-term leadership training, informed an agency statement.
Sonali Khan, vice president and country director, Breakthrough India, said, “At Breakthrough our aim is to make human rights real and relevant to everyone by creating innovative, relevant multimedia and pop culture that bring human rights issues and values into the mainstream. The Breakthrough-Vodafone Foundation Selfies4School campaign is a call to educated, urban men and women to join our effort to delay the early marriage of girls till they attain legal age. Even today, one in two brides in India are married before they are 18. Globally too, three million girls are brides by the age of 15; if they were to stay in school, the number of child brides would reduce by half a million. By sending in your selfie to join this campaign, you will not only ensure the resources to support the right to education for girls, but also endorse the courage of these girls to fight against odds like poverty, gender discrimination and child marriage to realise their dreams.”
She added, “To lead this transition, Ignitee has been the best choice as it has worked as an integrated partner with several NGOs and has a deep understanding about their operations and objectives.”
Atul Hegde, CEO, Ignitee, said, “We are extremely delighted to be associated with Breakthrough and look forward to support the campaigns with Ignitee’s expertise in the digital space. We are looking at building engaging content which will help bring a notable positive difference to the lives of all women and lead to a better society to live in. We, at Ignitee, will create unique and innovative campaigns reflecting the needs of the users and connect with them on a personal level by providing useful information and encourage them to join in the various initiatives.”