In the backdrop of the tragic Delhi rape incident that scarred the whole of India, Population First, an NGO working for women’s rights and social development, wanted to mark Women’s Day 2013 by calling on every woman to celebrate herself - even in the midst of negativity.
Every woman has the right to feel proud of herself. Leo Burnett and Indigo Consulting decided to put a positive spin on the idea of women’s empowerment, and to portray women as ‘laadlis’.
We proposed a first-of-its-kind social media campaign, complete with a Twitter flashmob and a Facebook App to drive home the social message, and to make laadli a term of endearment that all women should feel proud to be associated with.
The Twitter flash mob urged both men and women to tweet reasons that make them or their loved ones ‘laadlis’ using #IAmLaadli.
The Facebook app, targeted at women subscribers only, called them to attach the ‘Laadli’ pre-fix to their name on Facebook. They could also choose from pre-defined status messages or write a custom one that would be posted on their profile at 12 a.m. on March 8, along with an ‘I Am Laadli’ badge on their profile picture. Even celebrities were encouraged to participate to generate more attention towards the campaign.
‘I am Laadli’s’ strident call to all women to celebrate themselves even in the face of negativity took social media by storm. Within an hour of its launch on Twitter, more than five hundred tweets were registered! The hashtag #IAmLaadli was among India’s leading trends on March 8, 2013.
A huge number of women demonstrated their support on Facebook, proudly adding the prefix ‘Laadli’ to their names on the social networking site.
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