Cannes Lions

The Popcorn Story

OGILVY & MATHER MUMBAI, Mumbai / BREAKTHROUGH / 2016

Awards:

1 Shortlisted Cannes Lions
Case Film
Presentation Image
Film

Overview

Entries

Credits

Overview

Description

We encouraged mothers to share their sexual harassment stories with their sons. In the hope that, when a son realises that even his mother is not spared, he will do his bit to ensure that what happened to his mother, won't happen to another woman.

Execution

We released an online video that encouraged mothers to share their sexual harassment stories with their sons by showing them how simple it is do it. A mother sees her son's actions and simply makes him understand the effects of his actions without preaching. She makes him empathise with women who get harassed by sharing her own story with him. The video was released on various social media and video hosting sites in November 2015.

Outcome

#ShareYourStory got participation from mothers across the country.

Some shared their stories via videos on social media and some wrote open letters to their sons.

Soon, it became one of the most viral campaigns in India, with over 17.6 million views, 164,000 likes and 285,000 shares.

It trended at number 1 on Twitter in December 2015 with over 960,000 Twitter impressions.

Major online and social media sites shared and wrote about it.

Traditional media outlets picked it up and shared it.

So much so, even India's Ministry of Women & Child Development joined the campaign.

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