Social Media Activation for CHUP - BREAKING THE SILENCE ABOUT INDIA'S WOMEN
I worked on the copy, strategy and creative direction for the digital promotions of Chup - Breaking the Silence About India's Women. The book contains Dr. Deepa Narayan's research and her interviews with several Indian women and men. A book on feminism, it explains how culture and upbringing has led to a crisis for Indian women.
My approach was to research and go back to the roots of the feminism movement as and when it started. For arriving at a direction for CHUP, I studied women's movements in the past, their style and tone of messaging, the design style and the overall look and feel of what it takes to make an impactful social message. Drawing inspiration from the 60s and 70s, I incorporated pop art and protest art with hard-hitting messages and graphics for maximum impact. I also decided to use certain 'Hinglish' phrases that are used in everyday conversations in India. The colours were kept bold to attract maximum attention and the copies too were written with a 'in-your-face' tone to symbolise the emotions of anger, frustration and alienation.
My approach was to research and go back to the roots of the feminism movement as and when it started. For arriving at a direction for CHUP, I studied women's movements in the past, their style and tone of messaging, the design style and the overall look and feel of what it takes to make an impactful social message. Drawing inspiration from the 60s and 70s, I incorporated pop art and protest art with hard-hitting messages and graphics for maximum impact. I also decided to use certain 'Hinglish' phrases that are used in everyday conversations in India. The colours were kept bold to attract maximum attention and the copies too were written with a 'in-your-face' tone to symbolise the emotions of anger, frustration and alienation.
STORYBOARD
My research involved going back in time and digging out women's movements from the past. I drew inspiration from old royalty-free documentary photographs of pre-independence India as well as the pop art protest posters from the Western feminist movements.
SOCIAL MEDIA POSTS FOR CHUP - BREAKING THE SILENCE ABOUT INDIA'S WOMEN
I was involved in the making of these posts both - copy and design. I was asked to activate the promotions on social media. For its social impact, I decided to lay more stress on Facebook, Instagram and Twitter as these are the platforms for a social-impact dialogue with the world.
You can check out CHUP'S Facebook page here,
Instagram here and Twitter here
You can check out CHUP'S Facebook page here,
Instagram here and Twitter here
