EUNUCHS by McCann Erickson Mumbai for Heal Foundation Of India

EUNUCHS

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Industry Public awareness, Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Prasoon Joshi
Creative Director Manoj Singh
Art Director Chetan Kukreti, Vineet Mahajan Ltd.
Released June 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: HEAL FOUNDATION OF INDIA
Product/Service: PUBLIC AWARENESS SERVICES
Agency: McCANN WORLDGROUP INDIA
Creative Chief Officer: Prasoon Joshi (McCann Worldgroup India)
Executive Creative Director: Prasoon Joshi (McCann Worldgroup India)
Creative Director: Manoj Singh (McCann Worldgroup India)
Copy Writer: Prasoon Joshi (McCann Worldgroup India)
Copy Writer: Manoj Singh (McCann Worldgroup India)
Creative Supervision: Akshat Ghildial (McCann Worldgroup India)
Creative Supervision: Nitin Pradhan (McCann Worldgroup India)
Creative Supervision: Mayur Hora (McCann Worldgroup India)
Creative Supervision: Shikha Sud (McCann Worldgroup India)
Creative Supervision: Kushager Tuli (McCann Worldgroup India)
Art Director: Vineet Mahajan (McCann Worldgroup India)
Art Director: Chetan Kukreti (McCann Worldgroup India)
Production: Ankur Mondal (McCann Worldgroup India)
Media placement: Ambiant (Stunt & Live Advertising) - Streets - 2 June 2011

Describe the objective of the promotion.
Deep rooted practices of female foeticide and infanticide across India have sent the country’s sex ratio plummeting to abysmal lows. The want of a male child is so rampant across society that thousands of unborn foetuses and new born girls are condemned to
a merciless death everyday day. The Government has done its bit through regulations and advertising, but hasn’t been able to reverse this trend. No wonder then that India’s sex
ratio touched a shamefully skewed 1000:917 in 2010-11.

Describe how the promotion developed from concept to implementation.
We decided to use eunuchs and their expertise for the very first time. We Indians believe that a eunuch’s blessings are really powerful, that’s why they’re always a part of our
celebrations, especially those after child birth. We asked them if they’d help us reach
out to every doorstep and they agreed.

In walked the eunuchs into every household where a girl child was born. Only this time, instead of singing popular Bollywood tunes, they sang especially composed songs in
support of the girl child. These songs spoke of women achievers in India and about
equality between the genders.

Explain why the method of promotion was most relevant to the product or service.
Since welcoming eunuchs into the house to bless a newborn is integral part of Indian culture, we thought the best medium to communicate our message is through them. Also they are the ones who keep track of all newborns in a locality. So they could easily approach the house where a baby girl was born and sang our song celebrating the girl child, driving out all doubts in her parents' minds.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The idea touched a nerve somewhere, since every Indian at birth has been blessed by
a eunuch. The media lapped it up and it soon became the talk of town, or shall we say the nation. Celebrities tweeted about it and a eunuch community created on the internet
further invited support for the cause. In areas where the idea was executed, there has
been a reversal of the trend. More girls are going to schools now. And the best part is
that the overall sex ratio has stabilised in the last year.