The reason for choosing to run the billboard campaign between 16th November and 13th December was because we wanted to run a social media campaign for the White Ribbon Day that falls on the 25th of November, 2020.
WhiteRibbon Day UK is the leading charity that is ending male violence against women by engaging with men and boys to take a stand against violence. Their mission is for all men to fulfil the White Ribbon Promise to never commit, excuse or remain silent about male violence against women. They act as a catalyst, encouraging people, and especially men and boys, to individually and collectively take action and change behaviour.
The media push was a huge success and managed to trend in India on that day on Twitter. We have still work to do to establish a Facebook and Instagram presence successfully.