Young Lions Competition

Role

Art Director

Year

2015

Background:

The Young Lions Competition is a global challenge open to young professionals under the age of 30 in different divisions such as digital, design, marketers, media, and PR.

Objective:

The brief for entrants was to come up with a campaign against character assassination of rape victims and blaming them for provocation.

Background:

The Young Lions Competition is a global challenge open to young professionals under the age of 30 in different divisions such as digital, design, marketers, media, and PR.

Objective:

The brief for entrants was to come up with a campaign against character assassination of rape victims and blaming them for provocation.

Background:

The Young Lions Competition is a global challenge open to young professionals under the age of 30 in different divisions such as digital, design, marketers, media, and PR.

Objective:

The brief for entrants was to come up with a campaign against character assassination of rape victims and blaming them for provocation.

Background:

The Young Lions Competition is a global challenge open to young professionals under the age of 30 in different divisions such as digital, design, marketers, media, and PR.

Objective:

The brief for entrants was to come up with a campaign against character assassination of rape victims and blaming them for provocation.

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Creative: 
Our idea was to not give solutions but to create the right conversation. What triggers a dialogue? A question. A simple, hard-hitting question - that challenges victim-blaming.  
 
While the Indian society asks the victim, "What was she doing out late at night?". You too would have heard it, from your elders, from your neighbors, or from the conservative news channel anchor. We instead edited the question, with the victim's own blood, and made it, "What was he doing out?". What was a sex offender doing out in the society.
 
We hope, by asking the right questions and triggering the right conversation, we can take the first step towards a balanced, equal world. 
 
The entry was one of the final ten shortlists in India.