Swayam, a NGO based in Kolkata, had released a '#StopDomesticViolence' campaign last month which was conceptualised by Rediffusion.
The campaign has now been picked up by the Kolkata Police who will display the posters across 79 police stations in the city. It highlights different forms of domestic violence and underlines that men who abuse come from all socio-economic backgrounds.
Amrita Das Gupta, associate director, Swayam, said, “Domestic violence is a deep-rooted structural problem in our society caused due to patriarchy and gender inequality which prevents women from leading a life free from violence and dignity. Through this campaign, Swayam hopes to involve individuals, corporates and institutions to support the #StopDomesticViolenceCampaign and help raise awareness around domestic violence.”
Nilanjan Dasgupta and Piyash Ghosh, EVP and ECD, Rediffusion, said, “During Covid 19 lockdown, incidents and reporting of domestic violence increased by 20-70 per cent across the world and the National Commission for Women reported a twofold increase in domestic violence reporting in India. UN Women recognised this situation as a ‘shadow pandemic’. The lockdown has hugely exacerbated the incidence and intensity of violence faced by countless women and girls, both in their parental and matrimonial homes, as they are locked in with their abusers 24x7. Even after the lockdown has been lifted partially, many women still cannot approach Swayam due to the COVID 19 pandemic, limited public transport, no access to money and difficulties in the home situation. We hope the #StopDomesticViolence campaign will help us raise awareness about the shadow pandemic and help survivors of violence reach out for support.”