Since this gender disparity has become a major cause for concern across India, other media vehicles have also joined in doing their bit in building awareness on this issue. This has helped us too because a lot more people are becoming aware and open to this problem.

The goal was to open the minds of expectant couples to the possibility that a female child can be a pride and joy to them. The way we chose to do this was by identifying places where these couples would actually find out the sex of their child.

We did record an amazing decline between 23-38% at the abortion centres that we played this video. Sonography centers and gynaecolgists got numerous calls and held meetings with couples who were actually moved and changed their minds after seeing the video.

We carried out this activity in specific areas like waiting rooms of hospitals where we got 100% of the target audience who had to be waiting for their tests. The video evoked a lot of emotions as we saw some of the patients eyes well up with tears.

We created a video of India’s most famous female personalities, like Mother Teresa, Indira Gandhi, Kalpana Chawla, Arundhati Roy etc., who have brought much glory to the nation and are a source of pride for every Indian. This video was played repeatedly at the waiting rooms of hospitals that catered to all sections of society, to convince parents to give their female child a chance.