Problem: North East Indians have been increasingly subjected to racial stereotyping basis their looks.

They have even faced attacks by miscreants. But when they protested, most Indians have thought of it as just

a North East issue. How do you wake up the silent majority and make them support the North East?

Solution: For an issue of this magnitude, we came up with a simple idea.

We started a photo satyagraha called #eyeamindian. It was an act that took on the racial abuse “Chinki” or “Chinese Eye” and turned it on its head, by being proud of the difference.

North East Today, as one of the leading magazines from region,

started the campaign through Facebook and on-ground activation.

Result: The moment #Eyeamindian got launched,it received a tremendous support in form of photos, messages and likes.

The campaign led to a conversation about racial biases and people were celebrating each other's individuality. Encouraged by its success, North East Today is now petitioning the Prime Minister of India to institute April 17th as India’s Anti-Racism day.

The campaign was executed in two phases. It kick-stared on the digital platform. We started a photo satyagraha called #eyeamindian. It was an act that took on the racial abuse “Chinki” or “Chinese Eye” and turned it on its head by being proud of the difference. North East Today, as one of the leading magazines from region started the campaign through Facebook. All people had to do was click their picture doing the #eyeamindian gesture to make a difference.

The moment #Eyeamindian got launched, it received a tremendous support in form of photos, messages and likes. The campaign led to a conversation about racial biases and people were celebrating each other's individuality. We moved on-ground, to many youth centric events. Reaching out to thousands of Indians and taking our photo satyagrah to every corner of the country. Public figures like politicians, policemen, radio jockeys also spoke about this and volunteered.

Output/Awareness: The people became aware and sensitized about the issue at hand. The silent majority had found a way to show their support and solidarity. Over 3,000 likes, more than 6000 comments & over 7000 people performed the act.

Knowledge/Consideration: It led to a conversation about racial biases and people were celebrating each other's individuality. From digital sphere, we moved on-ground, to many youth centric events. Reaching out to thousands of Indians and taking our photo satyagrah to every corner of the country. Public figures like politicians, policemen and radio jockeys also spoke about this and volunteered.

Action: North East Today is now using the EyeamIndian platform to appeal to the honourable Prime Minister of India to institute April 17th as The Anti-racism Day.

With support pouring from all over the country, Eyeamindian is making a difference, one photograph at a time.