Dentsu Webchutney partners with UN Women for new campaign #DrawALine

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has partnered with UN women to raise awareness about the gender violence that goes unnoticed, with its campaign #DrawALine. The aim was to spread the message in a clear powerful manner, in an emotional yet relatable way so that it could be understood across geographies and demographics.

The issue has been plaguing our society for way too long, and stories of domestic violence and physical abuse are repeatedly witnessed across different facets of society.

Gender bias has been instilled in the society through a history of oppression and patriarchy and the inadequate portrayal of domestic violence by media. This has become a reality that many women have come to accept. Either out of fear, or not seeing a way out, many endure such troubles without ever speaking up.

But where do we draw a line? At what point an individual says, enough?

A short film Lakeer takes us through a series of traumatic events in the life of a woman living in rural India. The challenge, however, was making the audience feel just as uneasy as the protagonist in the story.

It did so by using different elements of suspense, combined with perfectly timed audio cues that make the viewers feel restless and anxious. The conclusion left its audience with introspective questions about how the world needs to change in this regard.

The symbolism in the film depicts the inter-generational cycle of violence and how it pervades into the daily life of women. By the end of it, it becomes very clear that is high time for us to stop this injustice and #DrawALine where it truly matters.

Salina Wilson

Salina Wilson, Programme Analyst, UN Women, said, “This is a short film we made with all our hearts — a cloud of despair, lined with the ray of hope that women, children, and just as importantly, men across the world, will find the courage to listen and speak about gender violence.”

Sudesh Samaria

Sudesh Samaria, Chief Creative Officer and Co-founder, Dentsu Webchutney, added, "Violence against women and girls is something we all need to overcome, and as responsible individuals, it is time we come together to #DrawALine once and for all. Despite the film’s harsh visuals and narrative, we felt this is a story that needs to be told."

Anil Kumar

Anil Kumar, Executive Vice-President, Dentsu Webchutney, said, “This campaign aims at creating something simple yet audio-visually powerful that stays with the people. As a cause, it is one we adamantly stand for, and we truly relished the opportunity to work with UN Women, and support the mission in the best way we can.”

The Film:

Credits:

Chief Creative Officer: Sudesh Samaria

Executive Vice-President: Anil Kumar

Creative Director: Moosa Khan

Copywriter: Sumantra Talukdar

Agency Producer: Sumantra Talukdar & Lalson Ngaihte

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