This ad campaign on building a safe nation for women is exactly what India needs right away
While the first phase of the campaign showcased the ‘reactive’ nature of people and introduced a new form of activism – ‘pre-activism’; the second phase aims to inspire people to pre-act and drive a behavioral change by signing petitions on issues currently plaguing the country –
An issue like women safety will not end till the root-cause of the problem is tackled and the onus of bringing this change lies on us. The lack of respect towards women and them being considered as a weaker gender is one of the reasons behind increasing violence against them.
Regarding Sports, Tata Tea believes that there is a need to build a sporting culture in India first and only then can we hope to become a great sporting nation. The petition for sports encouragement is to include sports as a compulsory subject in schools. Tata Tea also encourages people to participate in and support at least one local sporting event and to take their children for one of these sporting events at any levels, be it in the neighborhood, state or national.
Pre-activism is about nipping the problem in the bud and this campaign is aiming to create over 1Mn pre-activists who will sign the petition and pledge to bring about a real change. Gender sensitization at grass-root levels is critical to bring a wave of change and create a more gender equitable society
To instill the message of Preactivism and drive the conversation on change, Dr.
To sign the petitions on Women Safety and Sports Encouragement, log onto: https://www.jaagore.com/
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