Femina, the Women’s English magazine, has collaborated with the country’s UN Women and other NGOs to create awareness of domestic violence related to cohabitation amid the pandemic, with the newcampaign named ‘#ActAgainstAbuse’.
To pen down a poem on the issue #IgnoreNoMore, Femina roped in songwriter Prasoon Joshi. The brand also paired up with some of the country’s most popular actresses, such as Shabana Azmi, Radhika Apte, Sonakshi Sinha, Aditi Rao Hydari, to further highlight the magnitude and intensity of the violence.
Prasoon Joshi’s poetry will discuss the basic condition for shifting behaviour- “Societal Apathy’s Firewall. The film is inspired by the three wise monkeys who represent the proverb of “see no evil, hear no evil, talk no evil,” which would see Bollywood’s female stars covering either their eyes, ears, or lips, completely in line with the lines of the poem being said.
The poem questions us the concern-when we can stop passively reacting to this violence.
The partnership between the company and UN Women will put the campaign on the global map and build visibility around the world. Both networks have collaborated together to curate a responsive contact line to build visibility and encourage change while at the same time being respectful of the expected performance.
Deepak Lamba, Worldwide Media’s chief executive officer, said, “Femina is connected with what Indian women stand for, believe in, and help for, and against.” We firmly denounce the heinous act with the release of this campaign. We aim to make this effort, along with UN members and our NGO allies, a people’s movement that is pushing the transformation we want to see around us.”
“This pandemic needs to stop,” said Nishtha Satyam, Deputy Country Representative and Officer in Charge, UN Women. ‘The transition needs to start from our houses, and we all have a part to play. It is up to us to disrupt this cycle of aggression and escape the generational change at home that also perpetuates harassment. UN Woman is standing with Femina in the #Actagainstabuse campaign.’
Prasoon Sinha said, “There has been a rise in domestic abuse against women worldwide and particularly during the pandemic, and this is something that can’t be kept a blind eye on. We ought to inspire women together to find the courage to talk and report any kind of harassment they encounter.” In order to carry forth the much-needed shift in culture that will only happen if we do not stabilise violence, this needs more focus. I am delighted to be part of Femina’s campaign and we all have to play a key role in breaking the silence.”