Laadli
If we influence the media, advertising, films and the youth to redefine their values, gender perceptions and equations through innovative interventions, then we would be empowering them to be the change agents. As change agents, media, advertising, films and youth would then be instrumental in bringing about gender sensitive policies and programmes as well as promote a more positive image of women in society, thus impacting the gender and social development indices.
Laadli, a girl child campaign of Population First, was launched in June 2005 to address the problem of the falling sex ratios highlighted in the Census of 2001. However, over the years the scope of the project was redefined to work with media, advertising and youth to address the reasons why a daughter is considered unwanted and undermined in our society.