The pathway to empowerment is paved with hard-hitting hashtags and stirring visuals, but have we come far enough, questions Geeta Rao
I kick balls, deal with it’ is a headlIne from #ThisGirlCan, a campaign created by Sport England In 2015.
The campaign, based on the Insight that women didn’t exercise due to fear of being judged, got 37 million Facebook views, and thousands of women signed up to close the gender gap In sports and exercise. Pantene’s #SorryNotSorry campaign asked women to change their vocabulary — to stop using the word ‘sorry’ In a disempowering way and to stop apologising. It earned 1.6 billion impressions on social media. #BloodNormal, a sanitary napkIn campaign for hygiene brand Libresse, tries to normalise menstruation by showing red blood Instead of blue liquid In ads. The Times of India’s #noConditionsapply campaign subverts religious traditions — it questions why widows, transgender people and sex workers are not allowed to be part of the sIndoor khela ritual during Kolkata’s famous Durga Puja rituals, usually restricted to married women.
Yes, advertising seems to be riding the third wave of feminism with ease. menstruation taboos, alternate sexuality, notions of real beauty and everyday sexism, once part of a wider gender discourse, have entered the world of advertising, even though they are on the back of brand building and halo-Induced sales. it is not surprising as women have much greater consumer-Influencer power today than they’ve had ever before. millennial women express strong views on how they want to see change play out with just a click and a like.
Bu hikaye Verve dergisinin June 2018 sayısından alınmıştır.
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Bu hikaye Verve dergisinin June 2018 sayısından alınmıştır.
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Making Amends
This generation’s penchant for thoughtless consumption gets Madhu Jain roiled up, and she wonders if nature is getting its own back for our missteps…
Diamonds With Provenance
In keeping with the company’s commitment to environmental and social responsibility, Anisa Kamadoli Costa, chief sustainability officer at Tiffany & Co. and chairman and president at The Tiffany & Co. Foundation, enlightens Shirin Mehta on the efforts that make the jewellery giant an industry leader in transparency
SARTORIAL ECONOMICS
Sisters Tashi and Tara Mitra demonstrate to Akanksha Pandey how deviating from the mainstream can bend the way we think, live and dress
NOTES TO SELF
An anthropomorphized tiger’s perspective, a viscerally worded futuristic interpretation of loss, a critique of performative activism, a meta reflection on the earth’s crises. Told through different lenses, Janaki Lenin, Indrapramit Das, Keshava Guha and Roshan Ali’s stories — written exclusively for Verve — attempt to make sense of the fraught reality that we exist in today
The Eternal Optimist
As Generation X and xennials grapple with fully transitioning to conscious living, young millennials and Generation Z are leading the charge to reverse human-caused environmental damage. Sahar Mansoor, founder and CEO of the Bengaluru-based zero-waste social enterprise Bare Necessities, has a simple overarching philosophy: consume less and stay positive. Verve gets deeper into the mindset of the action-oriented earth advocate
Redemption SONGS
Indian music festivals have been demonstrating a refreshing sense of responsibility in terms of their ecological impact. Interacting with stakeholders who strive to make these large-scale events greener, Akhil Sood investigates the reasons behind the improved attitudes of audiences and the increase in corporate support.
earth hour
Crafted using nature’s elements, these dials draw inspiration from the many heterogeneous materials and hues around us.Verve turns its lens onto a mesmerising few
THE KIDS ARE ALL RIGHT
Children are holding adults accountable for both the grim future they are facing and the toll this is taking on their mental health. Madhumita Bhattacharyya initiates conversations with families of young climate activists and observes the extent to which parenting has changed in the face of catastrophe
NATURAL JUSTICE
Most of us are only just waking up to the urgency of climatic action. When the stakes are so high, what can individual action solve? Mridula Mary Paul, an environmental policy expert, is proof of the tenacity needed to effect systemic change. It’s not glamorous, and the rewards are few and far between, but that doesn’t stop her from aiming big, finds Anandita Bhalerao
Along For The Ride
Navigating Indian streets as a woman is hard enough. But what is it like while riding a bicycle? Bengaluru-based Shreya Dasgupta, a regular cyclist, speaks to five urban women about the pros and cons of this increasingly popular means of transport.