Considering the growing popularity of digital and social media Laadli decided to use this medium to engage students in a creatively challenging activity of producing a film of one minute duration on gender violence. The objective of this campaign titled “Question Everything “was to encourage the youth to question everything that leads to gender inequalities, discrimination and violence against women in society.
A two-day workshop was initially conducted on 6th and 7th of September, on ‘Creative Thinking, Effective Communication and Gender’ by highly experienced advertising and media professionals; Zoya Akhtar, Film Director; Dolly Thakore, Coordinator, National Laadli Media Awards; K.V Sridhar, National Creative Director-Leo Burnett; Gopi Kukde, advertising veteran; Goutam Rakshit, Managing Director-Advertising Avenues; Manjul Bhardwaj, Director, Experimental Theatre Foundation and Dr. A. L. Sharada, Director, Population First.
• Women’s rights and gender violence issues were captured on screen using the one minute movie (1MM) format. College students produced seven films on violence against women, sexual harassment in public places, domestic violence, and objectifying women in media.
The films were premiered on 11 Oct 2012 during the First International Girl Child Day Celebrations
• 2012 was the year when United Nations declared 11th October as the International Girl Child Day. The theme selected by UN was CHILD MARRIAGE. Child marriage is a violation of human rights. Almost half of the women in India are married before the age of 18 and more than 40 percent of world’s child marriages take place in India. UN chose to highlight this issue as a mandate to promote gender equality.
• Zee TV telecast the films on Sunday morning for 20 consecutive weeks.
1MM Second Edition: The theme for the second International girl Child Day was “Young Mothers – The Hidden Tragedy”.‘The second round of 1MM movies based on this theme was organized in the last quarter of 2013 and entries were invited from colleges across India A total of 17 entries were received and the jury comprising of Ms.BhawnaSomaiya,, Mr. Anjum Rajbali, and Mr. Prahlad Kakkar chose two entries for the second and third position. No first prize was given.