A cooperation with India’s leading news station was strategically chosen for “The Truth Unveiled”, as it offered the most cost-effective method of reaching a guaranteed audience of over 100,000,000, that would then be able to explore deeper into the topic online, with the potential share the stunt digitally. Our target audience was to be as broad as possible. Not only was the impact huge in India, but the event gained international support through worldwide media coverage.ĭue to the International coverage gained by the event, the visibility of IPRASWomenForWomen has increased dramatically, which has resulted in strong support for the initiative.ĭonations to IPRASWomenForWomen increased 71%. Thousands of women across India were inspired to unveil their own scars of abuse – physical or emotional.Ī national movement was sparked and doors were opened to discuss acid-attacks and the culture of silence and obscuring, that enables them. Over 100 million people witnessed the event and were forced to face the truth of the situation. This was the first time ever that an acid-attack victim unveiled their scars on national news. Immediately after airing, the broadcast stunt was available online to be shared and supported through social-media, further spreading the stunts reach internationally.īecause of India’s general apathy towards domestic abuse, and more specifically the severity of acid attacks, Asma unveiling her scars on national news had huge and revolutionary impact. She appealed for help and donations to IPRAS WomenForWomen and viewers were directed to “TruthUnveiled.in” where they were able to donate to and learn the tragic stories of Asma and other acid-attack victims. On International Women’s Day 2017, Asma, a brave woman who was burned with acid as a young girl, hosted a special report on India’s leading English news network, NewsX.ĭefying the media-norm of blurring acid-attack victims in the media, Asma unveiled her face and revealed her scars in front of over 100,000,000 viewers, giving a voice and a face to the many hidden and ignored victims of abuse throughout India. In order to reach the broadest and most far-reaching audience as possible within India, a television broadcast stunt was chosen to convey the message.
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