The objective was to alert all women who are subject to acts of violence in millions of homes across India and provide them with immediate assistance.

So the target audience in this case was the same in nature but holistic in approach.The topic of domestic violence is a sensitive one in India. Hence the strategy was to employ a direct call to action via a radio execution that would cut across all social layers and get the TG to call our number, which was very much part of the idea itself.

The idea was born out of a relatable premise. It is the helplessness of a woman being abused within the confines of her home that often becomes her prime weakness. We used the audio device of the agonised shriek of the one being abused, and drove home the point by replacing her feeble yells with our phone number. Our main aim was to empower the victim herself to take appropriate action when the need arises. This equips them with self-defence and made them aware of the recourse she has access to.

108 victims calls were attended in just one city in one and half months time, out of which we got into more than 70% of them into educating the tips on preventing, standing up to and tackling domestic harassment and abuse. Most of them were aligned to different female associations bodies to educate them more about women rights.We also received a lot of calls from elder women, expressing their gratitude and commending us for undertaking this initiative.