Leo Burnett (Mumbai) has created a new campaign for 103, a police helpline for crimes against women.
The helpline which is a collaborative effort between the Mumbai Police and Akshara, a NGO working for women’s rights has been active for over two years and has helped over 2,800 women in Mumbai raise their voice against violence. The objective of Leo Burnett's campaign was simple and straightforward - to promote the helpline number. This was done by depicting women in vulnerable situations holding their phones as a weapon to protect themselves.
"Leo Burnett has been associated with Akshara for a few years now and it is great to be a part of a campaign that empowers women and makes their lives safer," said KV Sridhar, national creative director, Leo Burnett.
"As an agency it is our way of giving back to the society by helping those in need, especially women and children," said Arvind Sharma, chairman India Subcontinent.
The team from Leo Burnett Mumbai comprised of Sridhar, Tushar Kadam (creative director), Brijesh Parmar (art director), Saki Surte ( art director), Labanya Ghosh (copywriter).
The campaign is visible across various touch points including all major traffic signal poles, bus panels, local trains and ticket counters, public places like colleges, hospitals, police stations and cinema halls. Akshara has also tied up with the Mumbai traffic department to display the helpline number on all major electronic hoardings across the city.
View creatives from the campaign