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Dentsu Mama Lab partners with ActionAid India to create one of the most powerful short films of the year

Action Aid is one of the world’s leading NGOs working towards many facets of social justice, in over 42 countries.

In India, they have partnered with Dentsu Mama Lab to create awareness and start conversations around inequality, especially in the area of economic inequality. There are many social behaviors that scream out inequality but in reality have their roots in economic causes. 

Inequality abounds in many ways. And sometimes, the first step is just in getting a conversation started. Just like @ActionAidIndia is doing here: https://www.youtube.com/watch?v=bVNdsdQEfLI.

The Water Wives is a short film, created mainly for the digital medium that Dentsu Mama Lab has created for Action Aid India to highlight this. Because Action Aid is an NGO, and we’re doing this pro bono, there is no media budget for this film to be released on mass media. In essence, viewers on digital are the media plan.

In less than two days, the film has already clocked over 150,000 views on YouTube and has got over 10,000 shares on ScoopWhoop, besides hundreds of shares on Facebook and Twitter. In addition, it has been covered by India Today, The Logical Indian, Sheroes, StoryPick and many others. All without any media push. That is the power of a great story.

This is one message that needs to be shared with our friends, our family, our communities.

So go ahead. Watch. Share. #ActEqual.  

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