About This Project
Summary
Shame is not simply an emotion – it’s a system of social, cultural and institutional control that begins shaping a girl’s future long before she’s even born. And it costs all of us. Shame Less is a groundbreaking campaign that boldly confronts hushed topics, media-fueled stereotypes and generational norms that are meant to keep us “in our place.” Sitting down with India’s biggest stars, we go “there” and discuss “that” – getting audiences to pause, reflect and challenge what needs to shift.
Goals & Objectives
Gender biases remain deeply entrenched, with nearly 9 out of 10 people worldwide holding some form of bias against women. We engaged top talent in India as an accessible entry point to begin having these much-needed conversations in homes across India.
Results & Impact
We wanted to get people talking and we did! We raised significant awareness, with more than 30 million views and 100+ news articles that put shame at the center of the conversation, in a considerably conservative media landscape.
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