Unveiling the Story of Chhoti Soch

In “Chhoti Soch,” viewers are drawn into the life of a young massage therapist who faces ridicule and derogatory remarks from her neighbors, causing distress for her and her family. Despite the hurtful encounters, the protagonist bravely confronts the stigma surrounding her profession, ultimately leading to a heartwarming revelation where her family acknowledges and respects her work.

A Testament to Empowerment and Resilience

This film, akin to its predecessor “Chhota Kaam,” subtly delivers a powerful message that every occupation deserves dignity and honor. As the narrative unfolds, it highlights the resilience and strength of women, particularly in the face of societal prejudices. By portraying a female protagonist who asserts her dignity in her chosen profession, “Chhoti Soch” celebrates the empowerment of women and advocates for gender equality and inclusion.

Reflecting on Urban Company’s Past Challenges

While the release of “Chhoti Soch” has garnered praise for its impactful storytelling, it also prompts reflection on Urban Company’s past challenges. In June 2023, the company faced protests from beauticians who alleged unfair treatment, citing issues such as ID terminations and rating declines.

A Call for Consistency and Fairness

As viewers draw parallels between the film and the company’s past controversies, there’s a growing call for consistency and fairness in Urban Company’s treatment of its service professionals. While the film beautifully champions the dignity of labor, it also serves as a reminder of the importance of upholding these values within the organization itself.

Conclusion

“Chhoti Soch” stands as a testament to Urban Company’s commitment to challenging societal prejudices and championing the dignity of labor. As we celebrate International Women’s Day and reflect on the achievements of women worldwide, let us not only applaud the stories on screen but also strive for fairness and equality in every aspect of our lives, including the workplace.

This campaign is about:
Urban Company, Chhoti Soch, short film, Societal Prejudices, Dignity of Labor, Gender Equality, International Women’s Day, Empowerment, Societal Norms, Advocacy, Service Professionals, Women’s Day Ads, Women’s Day Campaign.

In a world where silence often reigns, especially for marginalized communities, breaking the shackles of silence becomes imperative. The “Voice of Silence” campaign, spearheaded by Agência We, a leading independent agency in Brazil, is an exemplary initiative that leverages Brazilian Sign Language (LIBRAS) to empower deaf and hearing-impaired women to report incidents of domestic violence.

Breaking the Sound Barrier
Every hour in Brazil, a person with a disability reports a case of domestic violence. Shockingly, this number is only a fraction of the true occurrences, as accessibility issues further impede reporting, leaving countless victims vulnerable, especially hearing-impaired and deaf women. Recognizing this dire situation, Agência We saw an opportunity to amplify the voices that society often silences.

A Platform for the Unheard
Television in Brazil holds unparalleled reach, with nearly 100% penetration across the population. Understanding its pervasive influence, Agência We, along with the Fala Mulher Association, partnered with SBT Broadcast to launch the “Voice of Silence” project. This groundbreaking initiative ingeniously utilized the age rating warning segment—a mandatory feature on Brazilian television—to provide a discreet channel for hearing-impaired and deaf women to report domestic violence incidents in LIBRAS.

Empowering Through Technology
The “Voice of Silence” project doesn’t stop at providing a platform; it ensures clear and efficient communication for victims through a fully adapted online platform. By bridging the communication gap, the campaign not only facilitates reporting but also empowers survivors to break free from the cycle of violence.

Beyond Borders
The impact of the “Voice of Silence” campaign extends far beyond individual cases. By integrating seamlessly into SBT Broadcast’s programming, the initiative sets a precedent for other media outlets to follow suit. By making campaign materials readily available, the project paves the way for a nationwide shift in how domestic violence is addressed and reported.

Championing Change
At its core, the “Voice of Silence” campaign challenges societal perceptions of disability and amplifies the voices of those too often overlooked. Carla Jara, Marketing Manager at Fala Mulher Association, succinctly captures the essence of the campaign: “Hearing-impaired and deaf women are not incapable; it is the world that is not prepared to understand them.” Through collaboration and innovation, the project seeks to dismantle barriers and foster a more inclusive society.

A New Voice in the Fight Against Violence
In the battle against domestic violence, every voice matters. The “Voice of Silence” campaign stands as a beacon of hope, a testament to the power of collaboration and compassion. As Priscila Stoliar, SBT Head of Marketing, aptly puts it, “We are happy to help break the silence and pave the way for a world where every voice is heard.”

The “Voice of Silence” campaign is not just a call to action; it’s a rallying cry for change—a reminder that in the face of adversity, unity and empathy can spark transformation. Together, let us amplify the voices of the silent and build a future where no one suffers in silence.

Credits
Campaign: Voice of Silence
Client: Associação Fala Mulher and SBT do Bem
Agency: Agência We

This campaign is about:
Voice of Silence, Domestic Violence Reporting, Brazil, Deaf, Hearing-Impaired, LIBRAS, Brazilian Sign Language, We Agency, Fala Mulher Association, SBT Broadcast, Empowerment, Inclusive society, Advocacy, Social Impact campaign, Public Awareness Campaigns

Why Femicide Demands Urgent Attention:
Femicide is an emergency that demands immediate action. The brutal statistics reveal a chilling truth – a woman or girl is violently killed every two days in Canada, primarily by men, fueled by deep-seated misogyny. It is the ultimate expression of control over women, dictating their fate and tragically, their demise.

The Role of Misogyny:
Misogyny, the hatred of women, is a global catalyst for femicide. Understanding this root cause is crucial in addressing the issue at its core. Femicide, the most extreme manifestation of male violence against women, cannot be ignored any longer.

The Need for Official Recognition:
Despite its prevalence, the term ‘Femicide’ is yet to be officially recognized in Canadian legislation. Acknowledging this crisis is the pivotal first step towards tackling it head-on. Femicide is real, and it is happening in Canada – turning a blind eye will not make it disappear.

Femicide: A Manifestation of Gender Inequality:
Femicide is not an isolated act but is deeply connected to gender inequality, patriarchy, and colonialism. It thrives on entrenched beliefs about the roles of women and men. The killings of women and girls must be recognized as hate crimes, driven by misogyny and a desire to exert power and control.

Understanding Femicide Indicators:
To effectively prevent femicide, it is essential to recognize the warning signs. In 84% of cases in Canada, killings of women and girls by a male involved at least one indicator of femicide. Some common indicators include misogynistic beliefs, recent separation from a partner, prior violence, coercive-controlling behaviors, illegal exploitation of the victim, sexual violence, overkill, and the disposal of the body in a public place.

Conclusion:
Femicide is a pressing issue that requires immediate attention. The Body Bag For Her urges the Canadian government to officially recognize femicide, take meaningful steps to address its root causes, and declare it a national emergency. Together, we can work towards ending femicide and creating a safer, more equitable future for women and girls across the country.

Credits
Client: Aura Freedom International
Executive Director: Marissa Kokkoros
Advertising Agency: Forsman & Bodenfors
Production Company: Folktale Films
Head of Creative: Glen D’Souza
Creative Director: Kate Thornloe
Senior Art Director: Alexandra McGuirk-Penedo
Senior Copywriter: Darby Clarke
Designer: Brittany Hall
Head of Strategy: Andrew Carty
Integrated Producer: Jason Pearson
Managing Director: Julien Bissuel
Head of Business Partnerships: Tyler Kawa
Client Supervisor: Hannah Casey
Client Manager: Simran Baig
Director of Content: David Quach
Assistant Editor: Jamie Emmanuel
Senior Production Artist: Dee Flores

Production Artist: Amyna Jiwani

PR: Veritas Communications
President & CEO: Krista Webster
Executive Vice President
General Manager: Nina Kalos
Vice President Group Account Director: Julia Perreira
Senior Account Manager: Cheyenne Freitas
Consultant: Tori Krafczek

Media: Twenty6Two
Media Supervisor: David Johnston
Media Planner & Buyer: Nikki Cutler

MMI
Associate Director, Media: Jessica Petty

Production Company: Folktale Films

Director: Geneva Pesch

Director of Photography: Jesse Louttit

Line-Producer: Kyle Welton

Executive Producer: Tom Evelyn
Executive Producer: Hubert Davis
Editorial: Nimiopere
Editor: Bryan Reuben
Assistant Editor: Aiden Gugula
Executive Producer: Julie Axell
Executive Producer: Paula Hicks



Sound + Music: TA2 

Audio Director: Jeff Lurie

Engineer: Adam Ive

Executive Producer: Christine Leslie



Colour/VFX: Alter Ego
Senior Colourist: Wade Odlum
Colour Assistant: Malini Khotsiphom
VFX Artist: Jake Hussey
Post Producer: Spencer Butt

Additional Footage 

Photography: David Quach

Photography: Alexandra McGuirk-Penedo

Video: Kobi Ntiri



Marketing Materials
TPH
Assistant Manager: John Bancoro


Bag Manufacture: Cactus Sewing
Studio
Designer: Kristin Somborac

Builder: Melinda Dempster 


This campaign is about:
Femicide, Canada, Women’s Safety, Gender Equality, Misogyny, National Emergency, Government Action, The Body Bag For Her, Ending Violence, Female Empowerment, Gender-based Violence, Advocacy, Canadian Legislation, Women’s Rights, Awareness Campaign, Preventing Femicide, Urgency, Social Justice, Public Interest campaign.

In a world where women too often face the disheartening reality of street harassment, the battle against sexist remarks and assaults is gaining momentum. A staggering 86% of women report being victims of street harassment, shedding light on the urgent need for change (IFOP, 2018). Amidst this struggle, HandsAway, an association dedicated to fighting gender and sexual violence in public spaces, is taking a stand with a campaign that aims to celebrate women’s freedom.

Breaking the Silence:
In recent years, the taboo surrounding street harassment has been shattered, allowing victims to speak out against their aggressors. However, the unfortunate truth remains that too many women are unfairly held accountable for the harassment they endure. The contentious debate about clothing choices often arises, perpetuating the unjustifiable notion that a woman’s attire invites aggression. In the face of this societal plague, HandsAway refuses to be silent.

HandsAway’s Battle Cry:
Known for its powerful initiatives, HandsAway and its creative partner, TBWA\Paris, have consistently tackled the roots of gender violence. From exposing the primal instincts of some men in “Bande de bites” to emphasizing the weight of words in “Le Poids des mots,” HandsAway is unafraid to confront uncomfortable truths. In their latest campaign, the focus shifts to challenge anti-libertarian ideas that perpetuate the blame game.

Praising Women’s Freedom:
This time, HandsAway’s mission is clear—to celebrate women’s freedom. The ‘This is not consent’ campaign defies the notion that a woman’s choice of attire can ever serve as an invitation for harassment or justify sexist remarks. Whether it’s a tight-fitting outfit, a mini-skirt, a plunging neckline, or a hint of nudity, every woman has the right to express herself without fear of retribution. The campaign seeks to remind society that no outfit should ever legitimize verbal abuse or physical assault.

Voices of Empowerment:
Embedded within the campaign are poignant testimonies from victims who dared to share their experiences on HandsAway’s application. The chilling accounts serve as a stark reminder that street harassment is an epidemic that must be confronted. From derogatory comments shouted from passing cars to unsolicited advances, these narratives underline the urgency of challenging the deep-seated attitudes that perpetuate such behavior.

Conclusion:
HandsAway’s campaign is a rallying cry for change—a call to dismantle the misconceptions that surround street harassment. By praising women’s freedom and challenging anti-libertarian ideas, the association is boldly stepping into the arena of societal transformation. In a world where every woman deserves to walk the streets without fear, HandsAway’s campaign is not just a battle against harassment; it’s a testament to the resilience and strength of women demanding the right to express themselves without compromise. The fight continues, and with campaigns like these, a brighter, more equal future becomes a real possibility.

Credits
Campaign: This is not consent
Advertising Agency: TBWA\Paris, France
Account Managers: Alma Guirao, Lucile Dupuy
Agency Managers: Jonathan Serog, Julia Montagu
Executive Creative Directors: Benjamin Marchal, Faustin Claverie
Art Directors: Morgane Alexandre, Sébastien Skrzypczak
Art Buyer: Carine Galluffo
Photographer: Shelby Duncan
Production: 1718 Paris

This campaign is about:
Street Harassment, Women’s Freedom, HandsAway Campaign, Gender Violence, Anti-Libertarian Ideas, Sexist Remarks, Clothing Choices, Empowerment, Testimonies, Societal Transformation, Breaking the Silence, Equality, Empowerment Movement, Change, Societal Norms, End Harassment, Unapologetic, Women’s Rights, Advocacy, Awareness, Speak Up, Respect, Campaign Against Harassment, Societal Change, Print Ad, Print Campaign.