Swayam smashes patriarchy with a change in thought

Swayam has launched a campaign titled 'Soch Badlein, Baat Badlegi' (change the thinking, you'll be the change). Conceptualised by Ogilvy, the films take a hit at today’s patriarchy which prevents women from enjoying equal rights. 

 

The films showcase two different scenes with the same idea. As a girl passes by, the men around her speak in muffled voices, as if to criticise her. When the films rewind, the conversation is shown as one that holds her in high regard and speaks of developments that could help kids, regardless of their gender. 

 

The film ends with the thought that if men spoke this way about women in real life, they would feel much safer in the country. 

Sujoy Roy, ECD, Ogilvy Kolkata said, “More often than not, men are ignorant casualties of patriarchy, that allows us to see men only in one dimension. If men change the way they behave or are thought to behave, women will never feel insecure again. We wanted our films to celebrate a different kind of masculinity, one that is useful to society and far from the beliefs we have grown up with. We wanted to make examples of these men who show us a different side of masculinity. Yes, some men have risen to the needs of humanity, beyond the chauvinism of our predecessors, and these men will be the harbingers of change.” 

 

Anuradha Kapoor, director, Swayam said, “Patriarchy promotes toxic masculinity that dehumanises men and fosters discrimination and violence against women and girls. This campaign urges men to look inwards, examine the kind of masculinity they want to embrace, free themselves of patriarchal learning and reclaim their humanity. It aims to inspire men to transform the way they view women, the way they talk, behave, and act; thereby creating communities and families where women can live violence free and equal lives. It shows men who view women, not as objects, but as individuals deserving respect, thus leading the way for other men to change.” 

 

CREDITS: 

 

Agency: Ogilvy, Kolkata  

Client: Swayam 

Production House: Lucifer Circus