MAM
Sakshi, (regd NGO) Creates Awareness on Child Sexual Abuse Launches #MakeHomeASafeSpace Campaign During COVID-19
India is a country where 1 out of 2 children have experienced sexual abuse before the age of 18, most often by family members or people closely known to them. In the wake of coronavirus pandemic, when every individual is required to stay at home, it becomes important to make home a safe place for the children. Sakshi – a rights based NGO, working towards preventing child sexual abuse, has launched a digital campaign #MakeHomeASafeSpace, communicating the importance of an accountable adult community, which is alert, informed and vigilant to secure their homes against potential abuse of children.
#MakeHomeASafeSpace is a part of #StopChildSexualAbuse initiative by The Rakshin Project of Sakshi, in partnership with the Directorate of NSS, Ministry of Youth Affairs and Sports. The Rakshin Project, a Youth-Led Movement, Pan-India, aims to address the Denial, Silence, Stigma, and Shame associated with gender violence with a focus on preventing child sexual abuse, by exercising the Constitutional Right to Equality guaranteed to every citizen of India.
#MakeHomeASafeSpace, a video and visual campaign, rolled out across all social media platforms, addresses the spike in child sexual abuse cases and the demand for child pornography during COVID-19 lockdown and offers a solution through Each Teach Two action line of The Rakshin Project.
According to reliable reportage (https://www.childlineindia.org/uploads/files/childline-sees-a-50-percent-increase-in-the-calls-amidst-covid-19-outbreak.pdf) quoting ChildLine India (Ministry of Women and Child Development), within a period of 11 days of lockdown, over 3 lakh cases and 92000 SOS calls have been reported. In anticipation of such a breakdown, and in response to the changing environment requiring social distancing, Sakshi had adapted its offline education programme to an online model, for prevention of child sexual abuse and had begun to reach out to its students’ constituency through webinars in multiple states, and multiple cities.
#MakeHomeASafeSpace also talks about Sakshi’s fundraising initiative with Ketto, a crowdfunding platform.
Talking about the campaign, Smita Bharti, Executive Director, Sakshi, says “The idea of reaching out to youth between 18 to 22 years is really simple. Each student we are reaching and educating to be a preventer has a family. Each of these students is tasked with a simple action. Each teach Two. One older and one younger family member. If families acquire a comfort around the language to prevent child sexual abuse, and can have a conversation on what to watch out for, and how to call out the behaviour, without succumbing to the barriers of denial, silence, shame and stigma, half the battle is won, and in turn we have a young generation taking charge of creating a constitutionally enabled secure home space, free of child sexual abuse.”
The fund raised through the social media awareness campaigns will be used for reaching out to, and educating students across the country, on how to become preventers of child sexual abuse. The funds will also be used for offering therapy and legal support to survivors.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
