20 September 2013

Controversy follows gender-based violence campaign in India

A new ad campaign in India is using venerated Hindu goddesses to call attention to gender-based violence. It caught a lot of attention when it launched two weeks ago, but the group behind the campaign says it is not affiliated with it.

The images were commissioned by Save the Children India’s Save our Sisters campaign. Its work is focused on eliminating the trafficking of young girls and women in India. Save commissioned Taproot India to put the campaign together.

There were nearly 250,000 reported crimes against women in India last year. The Abused Goddesses campaign shows photographs of models as figures like Saraswati.

Viewers of the ads are encouraged to ‘Save our Sisters’ by calling a hotline to report incidents of violence. However, Save the Children India is now distancing itself from the campaign after it gained attention earlier this month.

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