India has come under the radar for being one of the most unsafe countries for women, especially the capital, New Delhi. But surprisingly, instead of solving the issue to make it a safer place, the authorities (and everyone who has a say) find the easier way out by restricting women’s freedom. Women are told a lot of don’ts in the name of safety. These don’ts hold them back from living the life they want for themselves. Our idea was to unite the society by bringing the issue to light and starting conversations, so that we, as a society, can put our heads together and create viable solutions for the safety of women. Who knows? One day, we just might be able to create an environment where women don’t have to hear another don’t again.

• Timeline – started on 10th march 2016. Promoting till 9th April (event date)

• Print Placement: Top newspapers across India.

• Live Show - The Don't Party had over 4000 participants and was the most powerful leg of the campaign.

• Scale – The Don't Party, social media (fb, twitter insta), digital – microsite, live streaming, digital bonfire to burn tweets. Digital Media promotion

The campaign started on 10th March 2016 and was promoted till 9th April the day of the Don't Party. We initiated the conversation on social media through twitter and facebook and got women to talk about the don’ts they were told. Full page print ads in newspapers like the Time of India and Hindustan Times, across the country and an outdoor campaign then pushed the message wider. And it clearly resonated with millions of women. Soon all of India soon joined.

The results were incredible. The concept immediately struck a chord with women online. Twitter and facebook were flooded with responses from them. In fact, all of India joined in the conversation. As did some celebrities. We had a reach of over 15 million or 43%, with over 41 million social media impressions. We received 3,93,225 clicks with a CTR which was 0.94% of the impressions (the industry standard is 0.3%). In addition to this, there were 6096 registrations on the microsite and our live stream of the event also attracted 8193 views. Our web rating point clocked in at 111. But most importantly, citizens pledged to find alternative safety measures for women that don’t start with a ‘don’t’. And quite unexpectedly, Benetton's sales on India's largest online fashion store doubled during the campaign period.