The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
The Nominate Me Selfie
Agency FCB India LLP Advertising Ltd / Delhi + FCB / Chicago + The Times Of India / Delhi + Shakti / Bangalore
About the Work
Indian state parliaments have <10% women’s representation (global average 25%), leading to not just women’s issues being ignored but generations of women discouraged from participating in politics thereby subverting true democracy and greater socio-economic progress.
Women constitute 50% of grassroots political workers but are rarely given tickets to contest state legislative elections by male-dominated political parties they are affiliated to. This systemic oversight stops them from asking for their due, despite noteworthy achievements.
Shakti, a non-partisan NGO fighting for gender equality in politics, and Times of India, India’s leading daily, partnered to launch a campaign that made turning a blind eye towards women’s representation, impossible.
We started in Bihar (population equivalent to Mexico), India’s poorest, most illiterate state, and took an accessible, universal phenomenon –the selfie– and turned it into a nomination resume. We teamed up with 140 NGO’s that reached 45000 villages to mobilize female party workers to use the ubiquitous WhatsApp to send their “Nominate-me-selfies” to their local party leaders, urging them for a ticket to contest elections.
As hundreds of selfies started to pour in, women’s representation was amplified into a national issue which made front pages, garnering panel discussions and widespread coverage.
Fielded candidates across political parties went up, resulting in elected women legislatives going up by 25%, the highest ever. When rolled out in Bengal (state population equivalent to Vietnam), the campaign resulted in the ruling party giving an unprecedented 45% of its tickets to women.
As this campaign-turned-movement repeats its success, it is creating a pipeline of women leaders, who are challenging political power structures and paving the path to a true democracy, one state election at a time.
Women constitute 50% of grassroots political workers but are rarely given tickets to contest state legislative elections by male-dominated political parties they are affiliated to. This systemic oversight stops them from asking for their due, despite noteworthy achievements.
Shakti, a non-partisan NGO fighting for gender equality in politics, and Times of India, India’s leading daily, partnered to launch a campaign that made turning a blind eye towards women’s representation, impossible.
We started in Bihar (population equivalent to Mexico), India’s poorest, most illiterate state, and took an accessible, universal phenomenon –the selfie– and turned it into a nomination resume. We teamed up with 140 NGO’s that reached 45000 villages to mobilize female party workers to use the ubiquitous WhatsApp to send their “Nominate-me-selfies” to their local party leaders, urging them for a ticket to contest elections.
As hundreds of selfies started to pour in, women’s representation was amplified into a national issue which made front pages, garnering panel discussions and widespread coverage.
Fielded candidates across political parties went up, resulting in elected women legislatives going up by 25%, the highest ever. When rolled out in Bengal (state population equivalent to Vietnam), the campaign resulted in the ruling party giving an unprecedented 45% of its tickets to women.
As this campaign-turned-movement repeats its success, it is creating a pipeline of women leaders, who are challenging political power structures and paving the path to a true democracy, one state election at a time.
2022 Awards
Total Points: 3
Merit
Credits
Agency
FCB India LLP Advertising Ltd / Delhi
FCB / Chicago
Client / Brand
The Times Of India / Delhi
Shakti / Bangalore
Copywriter
John Fiebke
Animator
Arun Rawat
Chief Creative Officer
Fred Levron
Andrés Ordóñez
Danilo Boer
Swati Bhattacharya
Creative Director
Niels Sienaert
Tim Schoenmaeckers
Director
Divyansh Ganjoo
Director of Photography
Keyur Dekate
Executive Producer
John Bleeden
Group Creative Director
Anusheela Saha
Producer
Mahima Sharma
Social Media Manager
Vishakha Khattri
Strategist
Kizie Basu
Related Awards
