Mumbai, March 8, 2019
#HerCourageLessons, the latest campaign by Isobar India, digital agency from the Dentsu Aegis Network for MySchoolReviews.com, a school listing and reviewing website, is making parents question how they are raising their girls.
Parents, with love and care, are also unknowingly teaching fear to their daughters through their statements and actions. "Avoid going to certain public spaces." "Don't wear a certain type of clothes." "It's not nice to talk back." These statements come rightly under a blanket of concern, but inadvertently, what they also do is instil fear in girls.
According to a 2018 report by Save The Children, a global non-profit organisation, more than 63% of parents in India teach fear to their daughters. #HerCourageLessons urges parents to relook at the lessons they are teaching their girls from a young age.
The campaign has been launched with a series of 3 films. Taking influence from popular children's rhymes, each film throws light on a prevalent fear that parents unintentionally pass on to their daughters. Every film ends with a call-to-action urging viewers to give a missed call on 95121 04443 to start courage lessons for their daughters. The campaign also rests on www.hercouragelessons.com.
On giving a missed call, every parent would receive a set of 26 Letters of Courage on their WhatsApp. These Letters of Courage are essentially the alphabets of the English language, with an essence of courage. Crafted especially for parents, these letters will help them learn the ABCs of courage training to teach to their daughters.
In addition, MySchoolReviews.com has especially created an Amazon Alexa skill that would allow parents to check whether they are fear training or courage training their daughters. Simply, add the skill 'Her Courage Lessons' on the Amazon Alexa app and invoke it by saying "Alexa, open her courage lessons"/"Alexa, start her courage lessons"/ "Alexa, launch her courage lessons". Further touchpoints are also being planned to spread the word about the campaign.
Taking about the campaign, Lalit Mehra, Co-Founder and Managing Partner of MySchoolReviews.com, said, "Being courageous is the need of the hour for every girl. As responsible custodians, it is our duty to teach every girl in India to be fearless, confident and strong. Through #HerCourageLessons, we want to prove that teaching courage to daughters from a young age is possible."
Speaking about the campaign, Gopa Kumar, Executive Vice President, Isobar India, states, "I believe it's a fantastic initiative by MySchoolReviews.com to bring out the prevalence of unintentional fear training by parents at large. We may not notice it but it is prevalent and is deep-rooted in what we teach our girls. We need to move out of this and start teaching courage to our daughters so that the next generation is fearless and is not conditioned in stereotypes. Through a series of brand videos, #HerCourageLessons intends to raise awareness about the same. Along with Alexa skills, other unconventional techniques are being explored to push this message across to parents."
National Creative Director: Anish Varghese
Creative Director: Vibhor Yadav
Copy Team: Kritica Pareek, Esha Tiwari
Art Team: Viral Pandey, Nehal Khosla & Ratna Mishra
Lead Technology & Innovation :
Head of Films: Taj Ali Naqvi
Team: Parwej Alam & Sebastian Francis
Sr. Director Media (Mobile): Priyanka Shah
Team: Swati Vishwanathan & Avaneesh Kumar
Director - Performance: Ashish Kumar
Team: Avaneesh Kumar
Sr. Technology Manager: Mohammedullah Shaikh
Team: Anup Dimri, Aditya Gupta & Prince Kumar
Business Team: Megha Gupta & Ragvinder Singh
Production House: Films Rajendraa
Director: Sandeep Yadav
Producers: Neeraj Suji, Parvinder Kaur
For more information, please contact:
Email - firstname.lastname@example.org