United Nations considers India to be the most dangerous place in the world to be born a girl. That’s because Indian parents would go to any length to have a son and not a daughter. Even if it means killing their daughter in the womb. Or just after birth.

Those who do not go that far find other ways to cope. Many refuse to call their daughters, daughters. Instead they call them BETA, an Indian word for son. Parents feel that this re-labelling elevates the stature of their daughters. What it actually does is demean these girls and denies them their true identity.

As part of its Make for India initiative, Samsung wanted to educate people that calling a daughter, son is not just harmful but also unnecessary. After all, a daughter is a daughter. And just as worthy of affection and respect as a son.

The online film was released on YouTube with a story inspired by the life of Seema Nagar, a student of Samsung Technical School. Her father, like so many Indian parents, used to call her beta, or son.

This was followed by an extensive influencer campaign that involved many social media heavyweights. All of them took the lead in educating their followers about the prejudice hidden in calling a daughter son. They even pledged to never repeat the mistake prompting others to follow. Similar pledges were made by the thousands of students of Samsung Technical Schools across India.

Consequently, the world’s largest English newspaper, The Times Of India joined the conversation and spread the world.

Another part of the execution involved reaching out to the local and national government and adding our objective to their agenda. This provided that last mile push that made the campaign a national priority.