Mumbai takes pride in its reputation of being one of the safest cities in the country. However, recent incidents that have threatened the safety of girls and women have disturbed people across the nation.

The incidents have given the Mumbai Police reason to believe that they must reach out to the residents to reassure them that they are doing their best to keep women safe. In a first of its kind, advertising major Ogilvy & Mather Mumbai created a campaign on Women’s safety for the Mumbai Police.

The integrated campaign addresses both men and women. The messaging comprises two parts: an internal as well as an external communiqué. The internal film aims to sensitise the police to everyday incidents and fears faced by women, and is to be run at all police stations in Mumbai. The external film encourages women to report any such cases and will be run on media channels.

Harshad Rajadhyaksha, Group Creative Director at Ogilvy Mumbai notes that the two-pronged approach in the campaign will be the reason why it will work. The ad encourages women to come forward and not tolerate abuse in any form, and the same ad firmly warns men that abuse will not be tolerated in any form, he says.

Abhijit Avasthi, National Creative Director, Ogilvy India, adds that this would also enable the citizens and the force to be on the same page. He said the most important decision was using real police officers, both men and women from within the Mumbai Police Force, for the campaign was aimed at being an honest conversation between the police and the city.

Related Topics
comment COMMENT NOW