Individuals’ choices to challenge prejudices and assumptions are the first step toward a more gender-balanced and inclusive society. Trust in one’s ability to think independently and own one’s life decisions is something that must be instilled in a woman from a young age. ITC Vivel is changing the narrative of this International Women’s Day with its special interpretation and rendition of this year’s global theme, “Choose to Challenge”. Vivel introduces the Women of Tomorrow in an inspiring dialogue that reimagines an impartial, ungendered, bright, and confident future for young women, in line with its ideology of Ab Samjhauta Nahin.
Women have been conforming to a prescriptive behavioral pattern since adolescence, perpetuating prejudices and gender-based biases. This Women’s Day, Vivel’s initiative is to empower parents to break free and actively embark on a transformative journey to cultivate a child’s uniqueness and trust with positive affirmations from an early age.
The campaign emphasizes the significance of this life-changing experience and inspires all to pursue their dreams and goals. The conversation starter is depicted in a digital film that emphasizes having meaningful conversations with children, regardless of gender, about their own choices, likes, and ambitions. Children do not restrict their thinking or describe their desires or qualities through a gender prism. Why should this natural free thought mechanism be shaped into a gendered patriarchal narrative as they grow older? ITC Vivel helps to catalyze this much-needed shift in mindset toward instilling trust and fostering freedom of choice in children.
Some lessons are best learned early in life, and this campaign also marks the debut of the ‘Vivel Voice of Art Junior’ version. Last year, the brand’s “Voice of Art” campaign explored the theme of conditioning, its many faces, and its consequences in daily life. It gathered a wide group of young artists to weave a new age story about equality through art. This year, the company is welcoming children into its ‘unconditioning’ fold. Parents are encouraged to assist their children in creating “trust” boards on which they can affirm what makes them powerful, special, and beautiful. Parents should then make art out of these boards and post it on the brand’s social media accounts to encourage other parents to help cultivate this thinking uniquely and endearingly by exploring life’s colors together.
Every ‘No Samjhauta’ journey, according to Vivel, is special and important. The Vivel Voice of Art Junior campaign will begin accepting trust board art from customers on March 8th and will run until March 21st, 2021.