WE GOT THE NATION TO PLEDGE: “DON’T BE A BYSTANDER, STAND BY HER”

Our impassioned call-to-action urged men to stand up for ALL women.

Ex-President of India, Dr Kalam, wrote an open letter to the nation in a leading newspaper, creating pressure for change.

Eminent speakers united in panel discussions and events broadcast across national news channels.

Male celebrities – real life ‘soldiers’ – lent their support to get everyone talking

Women shared inspiring stories on TV, radio, cinema and outdoor about everyday workers who’d stood by them.

Gillette also joined hands with NGOs – Akshara & Plan India – to run education workshops.

Our messages lived on YouTube, with Facebook driving traffic. On Twitter, men pledged their support using #soldierforwomen and #istandup.

Finally, on International Women’s day, we even launched a mobile safety app which allowed women to trigger emergency alerts to their trusted contacts, sharing their location details.

WE WON AN ARMY OF NEW FOLLOWERS

• 12 million men pledged to be ‘Soldiers for Women’

• 300,000 women contributed stories

• #SoldierforWomen trended in every city

• #iStandUp trended No.1 worldwide

• Blog articles reached 34m Indians and total coverage was valued at US$5m

• The campaign delivered 103 Index on top of line sales and achieved the highest ever off take (122 Index) and overall Gillette share (122 Index)

• All Gillette key equities grew by 7-10%

• Awareness was a record 34%

• Gillette’s India YouTube channel ranked amongst the Top 5 FMCG channels