Ad/Promotional Film 31 – 60 sec
Client Breakthrough Foundation
Brand Breakthrough Foundation
Agency Ogilvy
Audience The advertising was targeted at communities in India with a history of female foeticide.
Cultural Context
 Across the country, especially in the north-west, girls are considered a liability. As a result, every year, thousands of female fetuses are aborted as families prefer to have boys. With the sex ratio dropping alarmingly, we wanted to present women with an alternate argument as to why they should let their unborn daughters live.