| Trama | Fright over bravery. Silence over voice. Fit in over stand out. Since they are born, we have been teaching our girls fear over courage, unknowingly. To raise the brave girls of tomorrow, it’s time we change the equation and bring courage over fear. Let’s begin #HerCourageLessons today. The campaign was introduced with three rhymes for parents, that highlighted how girls were being raised in fear in India. With the tune of popular children’s rhymes, these rhymes for parents emphasised that just like childhood rhymes, fear taught at a young age can be unforgettable. Released as digital films and radio spots, the rhymes for parents asked them to give a missed call on 9512104443 to start courage lessons for their daughters. On giving a missed call, parents would receive the vocabulary of courage, powerful lessons to incorporate courage in their daughter’s daily life. This new vocabulary redefined the 26 English alphabets with a courageous twist: A for Ambitious; L for Leader; Q for Question. |
