| Public Service Commercials | ||||
| Client | Breakthrough | |||
| Brand | Breakthrough | |||
| Agency | Ogilvy & Mather | |||
| Cultural Context | 92% of women in India have experienced sexual harassment in public places. Our task was to go beyond creating awareness for sexual harassment. We had to provide a solution. |
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| Solution | In India, women do not talk about sexual harassment. Not even with family and friends. We got them to share their story with the one person who could actually make a difference – their sons. And when a young man realises that even his mother is not spared, he empathises with the problem at a deeper level. | |||
| Audience |
Our primary audience was mothers of sons, followed by general mothers, women and young men. | |||
