Agency: OgilvyOne Worldwide
Product Description
Love Matters is a global youth programme, under RNW Media, that fights gender-inequality. The organisation wanted to address Bollywood's unwitting propagation of sexism through lyrics of their songs.Target market: The Indian youth, since Bollywood was their favourite music genre and had the biggest influence on their behaviour and psyche.Objective: To get Bollywood to take a stand against including demeaning lyrics in its songs.
Campaign Background
Decades of conditioning had immunized audiences to demeaning Bollywood lyrics that objectify women and perpetuate gender violence. Love Matters sought to address this, by shocking...