The One Show

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2022 One Show - Social Media

The Nominate Me Selfie

Agency FCB India LLP Advertising Ltd / Delhi + FCB / Chicago + The Times Of India / Delhi + Shakti / Bangalore

Client Political Shakti + The Times Of India

Category

User-Generated Content

Annual ID

OS22_SM066M

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.

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

Executive Producer

John Bleeden

Group Creative Director

Anusheela Saha

Social Media Manager

Vishakha Khattri

Strategist

Kizie Basu

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