JWT India embarks on a social awakening drive with #MyDaughterWill

This year, J Walter Thompson team in association with HAIYYA (NGO) got together to work on ideas that bring about a social change. #mydaughterwill is a digital campaign, conceptualized and created by JWT, aiming at giving daughters the same rights as sons to perform a parent’s last rites.

The campaign captures the emotional chords of people through their real-life stories. The campaign has been given life not to usher in change overnight, but to seep into the thinking and conversation of citizens in the country and one day herald change.

Tista Sen, National Creative Director, JWT India says; “We are committed and stand strongly with all women who have been discriminated against when it comes to this issue. There is a sensitivity we are dealing with and we are mindful of it. We are not courting controversy but to initiate even the beginning of change we understand there will be opposing views. Any conversation, however unpleasant, are all welcome!”

Here is the link to the campaign: https://www.youtube.com/watch?v=JRct2QeE0R0

Link to the website: www.mydaughterwill.org