IPRAS Women for Women: The Truth Unveiled

Credits & Description:

Agency: Serviceplan
Client: Ipras Womenforwomen
URL: http://www.truthunveiled.in/
Product (Service): Support For Acid Victims
Agency: Serviceplan München, Germany
Entrant: Serviceplan München, Germany
Idea Creation: Serviceplan München, Germany
Idea Creation 2: Serviceplan Health & Life München, Germany
Idea Creation 3: Serviceplan India Gurgaon, India
Media Placement: Newsx Noida, India
Pr: Serviceplan India Gurgaon, India
Production: Isarmusik Munich, Germany
Production 2: Instant Records Munich, Germany
Production 3: Neverest München, Germany
Global Chief Creative Officer: Alexander Schill (Serviceplan Group)
Creative Managing Partner Germany: Matthias Harbeck (Serviceplan Germany)
Creative Partner: Mike Rogers (Serviceplan Health & Life Germany)
Creative Director: Christoph Bohlender (Serviceplan Health & Life Germany)
Copywriter: J Jackson (Serviceplan Health & Life Germany)
Senior Art Director: Sven Hartmann (Serviceplan Health & Life Germany)
General Manager: Jaya Prasad (Serviceplan India)
Director Business Development: Vivek Ranjan Sinha (Serviceplan India)
Senior Manager: Sahil Kapoor (Serviceplan India)
Senior GM Marketing: Pankaj Bhutani (Newsx India)
Coordinator NGO: Megha Misra (Asfi – acid survivors foundation india)
Chief Corporate Communications Officer: Christiane Wolff (Serviceplan Group)
Managing Partner: Joerg Altner (Instant records)
Senior Art Director: Tom Koller (Serviceplan Health & Life Germany)
Synopsis:
Creative Execution
In order to reach the broadest and most far-reaching audience as possible within India, a television broadcast stunt was chosen to convey the message. On International Women’s Day 2017, Asma, a brave woman who was burned with acid as a young girl, hosted a special report on India’s leading English news network, NewsX.
Defying the media-norm of blurring acid-attack victims in the media, Asma unveiled her face and revealed her scars in front of over 100,000,000 viewers, giving a voice and a face to the many hidden and ignored victims of abuse throughout India.
She appealed for help and donations to IPRAS WomenForWomen and viewers were directed to “TruthUnveiled.in” where they were able to donate to and learn the tragic stories of Asma and other acid-attack victims.
Immediately after airing, the broadcast stunt was available online to be shared and supported through social-media, further spreading the stunts reach internationally.
Because of India’s general apathy towards domestic abuse, and more specifically the severity of acid attacks, Asma unveiling her scars on national news had huge and revolutionary impact.
This was the first time ever that an acid-attack victim unveiled their scars on national news.
Over 100 million people witnessed the event and were forced to face the truth of the situation.
Thousands of women across India were inspired to unveil their own scars of abuse – physical or emotional.
A national movement was sparked and doors were opened to discuss acid-attacks and the culture of silence and obscuring, that enables them.
Not only was the impact huge in India, but the event gained international support through worldwide media coverage.
Due to the International coverage gained by the event, the visibility of IPRASWomenForWomen has increased dramatically, which has resulted in strong support for the initiative.
Donations to IPRASWomenForWomen increased 71%.
Our target audience was to be as broad as possible. A cooperation with India’s leading news station was strategically chosen for “The Truth Unveiled”, as it offered the most cost-effective method of reaching a guaranteed audience of over 100,000,000, that would then be able to explore deeper into the topic online, with the potential share the stunt digitally.
We would defy the long-standing custom in India’s media to blur and obscure the faces of burned and scarred women, with a nationally relevant and pioneering broadcast stunt that revealed to the nation the shocking reality that these victims of abuse face every day.
Viewers were directed to the website, “TruthUnveiled.in” where they were able to donate to IPRASWomenForWomen and learn the tragic stories of Asma and other acid-attack victims.
Immediately after airing, the broadcast stunt was available online to be shared and supported through social-media, further spreading the stunts reach internationally.