Population First has rolled out a four-film campaign that takes on discrimination and harassment during Covid.
The campaign has been conceptualised by Mullen Lintas and spreads the message to change during these trying times. The campaign aims to create a community that spreads compassion and harmony in the face of these testing times.
Two of the four films have been released so far. The films build suspense only to reveal that the protagonists are looking to help.
One takes on the issue of healthcare workers being discriminated against. It shows a lady offering the worker a meal to ease down his troubles.
The other shows the youth from an elderly lady's neighbourhood offering to help her out as she stays alone.
Dr. A L Sharada, director, Population First, said, "These are dire times, but we all can make a difference and make the world better by small actions of compassion, kindness and sensitivity. We all need that healing touch to deal with the challenges the pandemic is posing. The Mullen Lintas team has done a great job of presenting the stories with great sensitivity."
Azazul Haque, CCO, Mullen Lintas, said, "The task of the campaign was to highlight problems certain sections of society are facing during the pandemic and are going unnoticed. Like discrimination towards medical staff and frontline workers, problems sex workers and many such strata of society are facing in getting essentials and medical supplies, loneliness and basic help single old age people need and sexual harassment that has totally gone unnoticed in work from home kind of scenario. The campaign needed to throw light on these problems and also create a certain sense of purpose in all of us to step forward and bring a change, a positive change. And all the films try to achieve that."
The films have been created for Laadli, an initiative of Population First supported by United Nations Population Fund UNFPA.
Argentina Matavel Piccin, country representative, UNFPA, India, added, "The current global pandemic has made us revisit conversations around gender. I believe the subtle messaging in these films will further catalyse the discourse, bringing issues around gender to the forefront."