Jaago Re continues its preactivism, calls to end gender inequality in India
Taking forward the conversation on ‘Preactivism’ – timely activism that urges people to work towards addressing social issues before they spiral out of control – Jaago Re has launched a second film that showcases an instance of gender inequality we most often ignore. The film depicts how we perpetuate the notion that women are the weaker sex and thus, inferior to men through a simple conversation that a father has with his son after the boy loses to a girl in an obstacle race. Through these films, the brand aims to educate and drive awareness on the urgent need to create a safer environment for women in India.
By educating people about instances on gender inequality and addressing it at a grassroot level, Jaago Re 2.0 aims to combat the larger issue of women safety in India by establishing a more gender-sensitive environment where boys and girls are perceived as equals.
Commenting on the new film, Rishi Chadha, Head Marketing – Tea, Tata Global Beverages, said, “It is our firm belief that true social change can only occur when we address the root cause of a social issue. To effectively combat the rising cases of violence and discrimination against women, we need to dispel the incorrect notions of male superiority that are knowingly or unknowingly taught to young children and then continued into adulthood. Therefore, it is imperative to educate our children about gender sensitivity so that both boys and girls can grow up in a mutually equal and respectful environment.”
Jaago Re hopes bring about a policy level change by inspiring people to preact and sign the petition to the Ministry of Human Resource Development to make gender sensitisation compulsory in schools. The campaign also encourages parents to take a personal pledge to practice and teach gender sensitivity to their children at home. Since its launch, close to eight lakh people have joined the Preactivism movement by signing the petition to create a better and safer India.
Creative Agency: Mullen Lintas
Creative: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Sangeetha Sampath
Account management: Kishore Subramanian, Lopamudra Bhattacharya, Anahita Brar
Planning: Sushma R Rao
Production House: The Wired Society
Director and Producer: Supriya Sarin
Film Department: Satyajit Ganu