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THIRUVANANTHAPURAM: “A pregnant lady, whether or not married or single, has the precise to determine whether or not to keep up the being pregnant or to have an abortion. If requested, the physician is certain to do the surgical intervention. It’s the authorized proper of girls…” So reads one of many current social media posts from the official deal with of the Kerala authorities’s Ladies and Youngster Growth division.
The theme of abortion is simply one of many subjects of the marketing campaign by the division titled ‘Ini Venda Vittuveezhcha’, which interprets to ‘No extra compromises’. The marketing campaign which was began on the fag finish of January this yr is gaining a lot traction on social media and turning into a significant dialog starter.
‘Ini Venda Vittuveezhcha’ delves on quite a lot of points together with physique shaming, victim-blaming, sexual harassment, office harassment, equality in workplaces, home violence, selection and equality. The marketing campaign declares that it’s time ladies cease compromising and never let such abuses cross.
‘Vittukalayilla’, which interprets to ‘not letting issues go’, is a very powerful phrase now. “Each time, a girl is requested to compromise and let go. The second a woman is born she is requested to compromise. That is the favored notion. The idea of equal rights is usually misplaced on individuals. We handpicked these points and determined to run a marketing campaign towards it,” says Anupama TV, Director, Ladies and Youngster Growth.
The subjects have been determined by the division after a brainstorming session and the creatives have been developed by an promoting company in Kochi. On common, three creatives themed on the problems are launched on a weekly foundation within the division’s social media deal with. Just a few KSRTC buses have additionally been branded based mostly on the marketing campaign.
“The vast majority of the responses have been optimistic however there are unfavorable responses too. The marketing campaign has grow to be a progressive dialog starter and that’s an achievement,” says Anupama. In a current submit concerning the precise to abortion, Anupama says that usually ladies aren’t allowed to determine and plan their being pregnant. “There may be numerous societal stress. While there are legal guidelines concerning this, they’re at all times shunned and the society questions this proper,” she provides.
Anupama says that the division typically runs a two-and-a-half month marketing campaign from Nirbhaya Day to Worldwide Ladies’s Day. “Final yr, we did a mass marketing campaign which included evening walks. However this yr with the pandemic, we determined to launch the marketing campaign on social media. The marketing campaign will proceed until April.
