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MUMBAI:
Breakthrough’s multi-media campaign, Ye Kaisa Insaaf Hai? that
brings to public attention the growing incidence of stigma and discrimination
faced by Women Living with HIV/AIDS, has bagged the prestigious
Radio & TV Advertising Practitioners' Association of India Ltd
(RAPA) awards 2007 in the category “Best Public Service Film
of the Year in all languages”.
The
hard hitting media campaign has already reached over 35 million
people (TAM). In an independent survey done by Mint Newspaper 26th
March 2007 (Hindustan Times group) the campaign has been rated number
three, competing with brands like Hutch, Nokia, Hero Honda, and
Maggie. This sensitive yet potent campaign has been developed pro
bono by Piyush Pandey the Executive Chairman and Emmanuel Upputuru
Senior Creative Director from Ogilvy & Mather and includes TV
and radio spots, and print ads in four languages: Hindi, Kannada,
Marathi and English.
Consider
the numbers: according to UNDP nearly 40 percent of the 5.2 million
HIV positive people in India are women and nearly 80 percent of
them have contracted this infection from their husbands or partners.
Almost 90 percent of these positive women are thrown out of their
homes after their husbands die due to AIDS. While the general public
continues to believe that most women with HIV/AIDS are sex workers,
official numbers indicate that they constitute less than one percent
of the 20 lakh female infections.
Sonali
Khan, Director Communications, Breakthrough says, “This campaign
continues Breakthrough’s innovative use of entertainment and
media to raise awareness about critical social issues. Winning the
award is also a sort of validation for the creative team that worked
very hard on our campaign. It is because of the synergies between
these media professionals and us that such a gritty campaign could
be put out in the public domain.”
Director
of the TVC, Bauddhayan ‘Buddy’ Mukherji of Black Magic
Motion Pictures Limited, said, “The Breakthrough campaign has
been doubly rewarding. It has been an overwhelming experience to
highlight such a sensitive and potent issue. This film become a
favourite with the entire team and we are grateful for this award
as it is an appreciation of our work and efforts.”
Breakthrough
is an international human rights organization that uses media, education
and popular culture to promote values of dignity, equality and justice.
In 2000, Breakthrough launched the popular album, Mann ke Manjeere:
an album of women’s dreams through EMI, which addressed domestic
violence and won the National Screen Award in 2001. In 2005 too
Breakthrough ran an award winning campaign called, What Kind of
Man Are You? that encourages dialogue and equality within marriage
and advocates condom use amongst married couples.
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