‘Live Brief’ at DMAi and Campaign India Digital Crest Awards 2013: ‘Raise funds for Laadli’

The Direct Marketing Association India’s DMAi Awards (in association with DMA International ECHO Awards), and the Campaign India Digital Crest Awards, have announced a special category: ‘Live Brief’.

The ‘Live Brief’ this year in both competitions is for Laadli, a movement by NGO Population First, to fund a national campaign to spread its message. Laadli was launched by Population First with the objective of correcting the sex ratio through involvement of stakeholders supporting the cause and creating social consciousness.

The ‘Live Brief’: ‘To create a campaign that helps raise funds for Laadli, a communication and advocacy effort to change mindsets that make girls unwelcome in our homes. Laadli is the flagship programme of Population First, an NGO that works on gender equality and community empowerment.’*

A separate jury constituted by Campaign India and Population First will judge entries for both awards. Winning entries will be honoured at the respective award ceremony. The winning campaign will be used by Population First in its direct and digital communication.

Elaborating on the brief, Dr AL Sharada, programme director, Population First, said, “Around 1,600 girls are eliminated every day in India just because families do not want daughters. Even when allowed to be born, they are discriminated at every stage of life. They receive less education, nutrition and health care. They are discriminated against, exploited and violated at home, on the streets and at work places. We need to change the way India treats its women by reaching out to the youth and influencing their perception of gender equations. We need funds to launch a national campaign with you against gender discrimination and violence.”

On the association with Laadli, Shelly Singh, director and CEO, DMAi, added, "We are glad to support the advocacy efforts of Laadli to change mindsets that make girls unwelcome in our homes. With mass advertising-based story telling we can bring about a rapid change in consumer buying behaviour, but to change individual attitudes requires effort one person at a time. Globally such causes have relied on the time-tested and proven one-to-one communication. I am confident that the DM fraternity in India will curate campaigns that will help Laadli meet its communication objectives. We at DMAi will be proud to honour cutting edge work at the DMAi Awards as well"

The DMAi Convention and Awards 2013 are scheduled for 4 and 6 June, while the Campaign India Digital Crest Awards will be hosted on 11 June 2013.

*For DMAi, the brief is to create a direct marketing campaign to raise funds for Laadli. For Campaign India Digital Crest Awards, the brief is to create a digital marketing campaign for Laadli. A direct marketing campaign that uses digital media may be entered in both the awards. There is no entry fee for this category. Entries to be sent in to [email protected] with: ‘Live Brief Laadli Direct / Digital’ in the subject line. Last day for sending the entries is 25 May 2013.

Visit www.laadli.org for more information on Laadli.

Visti www.dmai.co for more information on Direct Market Association India

Visit www.campaignindiacrest.com for more information on Campaign India Digital Crest Awards 2013.