Background: A Meme that disrespects women is a Feme. There are over 60 million Femes floating online. Every derogatory forward is taking the country backward.

Rediff.com, India's leading web portal, wanted to call out Femes on International 

Women's Day.

The Idea: We rolled out a WhatsApp video campaign that educated people to identify a Feme. We created Feme Alert stickers that helped them call out a Feme. We then started an online petition demanding all social platforms to take corrective measures against Femes. Thus, highlighting an issue that was never spoken about before.

The Results: The campaign received a solid support online. We reached 6 Lakh+ people, 2 Lakh+ video views within just a week. The Feme Alert videos were widely shared on WhatsApp. Starting debates and discussion around the topic.

Digital Videos 

Feme Alert Case Study