Glass: The Lion For Change > Glass: The Lion for Change

BHAGWAN BHAROSE - AT GOD'S MERCY

REDIFFUSION Y&R, Mumbai / undefined / 2017

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Overview

Credits

Overview

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Traditionally, Indian girls are raised on models portraying self-denial and sacrifice. Poor education and lack of awareness makes it harder to work towards the issue as women are perceived as the inferior sex.

Moreover, women lack an equal treatment in their husband-wife relationship. Men, who are the bread-earners have a prejudice that women should have no say in economic matters of the family. They perceive women as someone who are bound to obey their every command. The need to control women therefore becomes a sign of masculinity in the minds of many men.

These women lack taking a stand due to the mere need of feeling secure. This is exactly what has made them dependent on their husbands even if they are ill-treated.

Project Bhagwan Bharose desires to bring women out of this viscous circle and give them the status they deserve.

Nakshatra Welfare Society work towards empowering these women and improvising their societal status. They wanted to reach out to these women with a small-scale, low budget project encouraging women to step out of their homes and work towards changing their conditions in the society by helping each other.

Execution

The deities for the tattoos were carefully chosen keeping in mind the diverse religious background of the country. The gods were shown showing a hand towards the viewer. Generally a symbol of giving away blessings it was used as a 'Stop' sign that the beater would perceive when they would see the tattoos on women's arms.

The style of illustration for the tattoos was kept very realistic, resembling the ones generally seen at these people's houses. Each pack of tattoo had two sizes, suiting the needs of the women. At the cost of less than $2500 and Nakshatra Welfare Society reach out to 2000 women.

Outcome

Project Bhagwan Bharose strengthened many women to come out and speak against the issue.

Women from 157 families reported a drop in the incidents of violence. 39 women came out to volunteer for the project while many made small groups and helped each other.

With this very successful low-budget campaign Nakshatra Welfare Society plans to take this project in various cities across India.

Strategy

Nakshatra wanted to reach out to these women at a very personal level. Volunteer teams were sent and tattoos were distributed in person, educating these women about its functioning.

A very empathetic and personalised approach was taken as gods tattoo were personally distributed by the team of Nakshatra Welfare Society to make sure that these women get confidence to open up and gather courage to speak out and even move out of their violent relationships. A helpline number was also given at the back of the pack for these women to call in case of need.

Synopsis

27.5 million women suffer domestic violence everyday in their homes. Due to economic dependence, they are often beaten, abused or forced to commit suicide generally by the in-laws and the husband. Poor education and societal taboos co-exists prohibiting anyone from raising a voice.

Nakshatra Welfare Society work towards empowering these women and improvising their societal status. They wanted to reach out to these women with a small-scale, low budget project encouraging women to step out of their homes and work towards changing their conditions in the society by helping each other.

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