Over 300+ women fall prey to acid attacks every year in India. The absence of a wider conversation on the issue was becoming the cause of inadequate aid, delayed justice, and a reduced sense of urgency for preventive measures.
Through this campaign, we, along with Chhanv Foundation, an NGO for acid attack victims, gave a voice and a sense of urgency to this silent social disease. We used a small but powerful idea of kick-starting a people-powered movement through the positive subversion of ‘selfie-taking’ into an act of solidarity with the victims.
With over 5,000 faceless selfies and a massive social media reach of 25 million, the campaign became a talking point for survivors and moved the policymakers to swing into action.
Campaign Elements: Campaign Strategy, Social Media Activation, Digital Video, Website Content
