Laadli campaign has been launched by Mullan Lintas, a Delhi based organization. This campaign is an activity of Population First that is supported by the United Nations Population Fund (UNFPA), which is formed for raising voice against the harassment and discrimination happening with the women in this pandemic period. It perfectly spreads the message to change during these difficult situations. The movies address various issues that have arisen during the progressing pandemic, including the emergency of medical services frameworks, the weakness of the older, digital provocation, and the predicament of sex laborers. The COVID-19 pandemic is presenting new difficulties and driving us to reexamine on numerous fronts. This campaign expects to make a network that encourages empathy and concordance despite these testing times.
Discussing the campaign, Azazul Haque who is the Chief Compliance Officer of Mullen Lintas stated that the campaign’s objective was to feature issues of certain segments of society that are going unnoticed in the pandemic time. Discrimination towards frontline workers, medical staff, sex laborers, and numerous such layers of society leads them to difficulty in getting medical and food supplies. Also the loneliness and depression of the old people, and sexual harassment is being unnoticed. The mission of this campaign is expected to solve these issues and give a direction within each one of us to bring a good change and all the movies attempt to accomplish that.
Speaking on the movies created for Laadli’s drive of Population First, A L Sharada who is the Director of Population First stated that these are difficult situations, yet we as a whole can have any kind of effect and improve the world by little activities of empathy, sensitivity, and benevolence. She also told that we as a whole, need that mending contact to manage the difficulties the pandemic is presenting. Mullen Lintas group has worked extremely hard for presenting the movies with a lot of sensitivity.
Argentina Matavel Piccin who is the Country Representative of UNFPA, India stated that the current worldwide pandemic has caused us to return to discussions about gender equality. She added that the story in these movies will additionally increase the talk, which will take this issue forward.