Filmmaker Vibha Bakshi’s incredible documentary “Daughters of Mother India” highlighted the civil unrest and called for action in the aftermath of a Delhi gang rape.
Bakshi asked Weber Shandwick to help launch her documentary. We worked with Bakshi to engage an unexpected stakeholder – the police – to activate national change.
Victims of rape are often abused twice: first by the rapist, then by the police. So instead of simply introducing this film to consumers, we engaged local police chiefs to promote gender sensitisation training for 150,000 officers across the country.
We also leveraged compelling movie theater PSAs, a first-of-its-kind television simulcast in 8 languages and media outreach to engage millions of citizens.
The film is now a mandatory part the National Police Academy curriculum, and has generated 31 million Twitter impressions and received 82 media placements. Most importantly, there has been a 20% increase in sex crimes reporting.