DDB Health wins Laadli Media Award for 'Age of Marriage' campaign
The team pushed the daughter's right age of marriage as a chivalrous/masculine thing to do
BestMediaInfo Bureau | Mumbai | February 8, 2013
DDB Health & Lifestyle has received the Laadli Media Award for Gender Sensitivity(LMAGS) for their campaign titled 'Mard Ki Daad - Age of Marriage'. The LMAGS highlight, acknowledge and celebrate the commendable efforts by various media at providing gender-just perspectives, portrayals and analysis programmes, policies, social trends and behaviours.
DDB Health & Lifestyle developed this campaign for the National Rural Health Mission, Ministry of Health and Family Welfare. The objective of the campaign was breaking the silence on the right age of marriage and enabling others to recognise the importance of a girl child's education and development. The team came out with an idea of using masculinity in another way to overcome social pressure.
The most influential person to change the lives of these young girls was the father – the man of the family. In order to impact these men, we arrived at some truths. Men are heavily influenced by their peer group. One man's achievement becomes another man's inspiration. And that is later on defined as Chivalry/Masculinity. The team pushed the daughter's right age of marriage as a chivalrous/masculine thing to do.
National Rural Health Mission (NHM) wanted to give a message on the right age of marriage, where half of those 50 million are married off before the legal age of marriage. This leads to deteriorating health condition of girl child and uninformed pregnancy leads to maternal and infant deaths.
Commenting on the win, Urvashi Guha, Senior Vice-President, DDB Health & Lifestyle, said, “Building brands is easy; sensitising the society on gender issues is complex, especially when one-third of the world's child brides lives in India. The 'age of marriage campaign' for Futures Group, an international NGO, released by NRHM is one of our contribution towards bringing in social change.”
The Laadli Media Awards was launched in March 2007 by Population First as a Mumbai-centric event. It went upscale as a national event with the support of UNFPA in December 2007 which comprised four regional awards culminating in the National Awards held in Delhi on May 2008.
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