Sruthi Kc

LGBTQ Campaign in India India is known as the great democratic nation where people are happily living with all security and safety. Still LGBTQ communities are discriminated excessively by the society. In addition, the LGBTQ community and their supporters started taking initiative to make LGBTQ communities strength. In fact, the last year has witnessed an out-flowing support and has taken initiatives for LGBTQ groups, and because it’s pride month. As with all social movements, the first step to overturning laws and winning rights is simply to be seen and for voices to be heard. To create a change society has to do something and make it proper. The advancement of LGBTQ rights in India depends extensively on individuals and the community coming together and creating the change themselves. This will be a starting point for the rest of it to follow to save and stay brave. Delhi Queer Pride Parade However, for the social wellbeing of LGBTQ community in India, people organized campaigns in such a way. Delhi queer pride parade happened in 2008 November, members of Delhi Queer Pride Committee organized it. This queer pride parade organized every year gives support and celebrates lesbian, gay, bisexual, and transgender people and their supporters. The march usually starts from Barakhamba Road to Tolstoy Marg to Jantar Mantar. Delhi’s first Queer Pride March happened in June 30, 2008. In the beginning, small groups of people were present including a bunch of women and men and police were present there. Nevertheless, by evening, there were more than 500 people present and they started singing, shouting, dancing, holding placards, screaming, “377, quit India”. In the next year, the second Delhi Queer Pride March happened on June 28, 2009. The third pride march was held on November 28, 2010. In 2011 November27, the fourth Delhi Queer Pride March happened. The march ended in Jantar Mantar with an announcing of the “Charter of Demands for LGBTQ rights” and stood two minutes for those who died in the Nand Nagri fire tragedy. In 2012 November 25, the fifth the Delhi’s Queer Pride March happened. The main theme for this march was Gender variance, identity, and expression. The sixth Delhi Queer Pride March took place on November 24, around 700 people were a part and they marched from Barakhamba Road to Jantar Mantar. The seventh Delhi Queer Pride march happened on November 30, 2014. It’s had a special face that, it was the first pride march after the Supreme Court reestablished Section 377 of the Indian Penal code which explains about criminalizes ‘unnatural sex’. In this pride march, around 700 people had marched to reinforce their identities and to live without any fear. The theme was ‘No going back’. Around 700 people had walked against Section 377. In 2015, the eighth Delhi Queer Pride was organized. The march started from Tolstoy Marg at 2 PM. The march had witnessed hundreds of Lesbian, Gay, Bisexual, Transgender, Queer, Intersex, Asexual and they walked with a strong statement that, the freedom is not just from Section 377, but freedom from all social injustice. On November 27, 2016, the ninth queer pride happened on the streets of New Delhi from Barakhamba Road to Tolstoy Marg. This march considers as the larger turnout,- people were present and demanded freedom and solidarity for Dalits, Muslims, woman, disabled, Kashmiris, and people in the Northeast, Adivasis, academics, filmmakers, and students. Bengaluru Namma Pride March Bengaluru Namma Pride March previously known as Bengaluru Pride and Karnataka Queer Habba is a LGBTQ pride march that takes place annually in the city of Bengaluru, India since 2008. The march is conducted by a coalition named Coalition named Sex Workers and Sexuality Minority Rights (CSMR). The first pride march was held on 29 June 2008. It got a wide media attention and popularity. Delhi and Kolkata held pride march on the same day. Around 700 people walked in the march, supported LGBTQ communities, and demanded the removal of Section 377 of the Indian Penal Code. Till 2016, Bengaluru have organized Pride March to support LGBTQ communities and to support their rights. In 2013, Bengaluru Pride March was held on 24 November the march demanded the release of 14 sexual minority people arrested by police in the town of Hassan, Karnataka. Think Before You Speak Campaign Think before You Speak campaign is a radio, television, and magazine advertising campaign is introduced in 2008 for enhancing and disseminate awareness of the common use of derogatory words among youth towards lesbian, gay, bisexual, transgender, and queer people. This campaign also aims to raise awareness about the stereotyped beliefs and the consequences of anti-LGBTQ bias and behavior in America’s schools. The campaign takes initiative to save LGBTQ students and protect their rights to study. Because almost of the students (LGBTQ) are facing hatred and bullying problems from the other students and they are very disturbed of that. For making a visionary change, this campaign plays an unavoidable role. The campaign takes positive steps to get rid of such stigmas, hateful and anti-gay speech that LGBTQ students experience in their daily lives in hopes to stop harassment, bullying, physical threats, and violence against LGBTQ students. The campaign was organized by the New York office of Arnold Worldwide, part of the Arnold Worldwide Partners unit of Havas and the Gay, Lesbian, and Straight Education Network (GLSEN). The campaign is the first advertising campaign and is trying to eradicate the offensive phrases such as “that’s so gay”. In 2008, the campaign had won the Ad Council’s Gold Bell award for “Best Public Service Advertising Campaign”. Campaigns Through Advertisements Advertisements play an important role in influencing and persuading people not just about product but bringing an attitudinal change in people. The present advertisement focuses on social issues and the present problems faced by the society. Advertisements being as an audio-visual medium are powerful than other mass medium. The changing world of advertising and its promotion works is popularized nowadays. Everyone in the world is influenced and inflicted directly or indirectly by advertising. Either for promoting a product or a service people depends on advertisement. The ability of advertisement is to distribute information and knowledge towards the society. Communicating information through advertising is so effective and powerful. Advertising always deals with types of promotional messages for enhancing a particular product. The growing importance of advertising and its promotion works is being so effectively helpful for the society. Anouk, Bold is Beautiful Myntra has introduced a new advertisement campaign through digital media. This campaign titled ‘Bold Is Beautiful’ for its ethnic wear brand Anouk. This campaign has gained attention of people in the social media and around the world. The three videos conceptualized by Oglivy & Mather and produced by Hectic Content Present the three facets of choices in the life of modern Indian woman. Advertisement shows an agitational topic ‘homosexuality’, single parenting, and the joy of living single. The duration of the video contains more than 3 minutes. Echoing similar sentiment, Puja Nathani, Creative Head at Team Pumpkin opined, “These bold ads by Myntra courageously takes on the everyday problems faced by the women of India, exemplifying how she can voice for herself, express her individual identity and build her own destiny. By bringing out the enigma and poer of a woman, these ads have beautifully conveyed how we can put an end to all the social clichés and fearlessly be bold and beautiful”. Seat Belt Crew Campaign India’s transgender community turned Seat Belt Safety campaign. Members of the transgender community also called “hijara” have become the stars of the nation. Seat Belt Crew is an advertisement campaign aimed to persuading India’s drivers to wear seat belt while driving. The advertisement campaign designed by India’s great advertising agency Oglivy & Mather, in that hijaras explain the importance and needs of wearing seat belt while driving. They dressed in smart uniforms, and announce through a mike that Naughty girl, she squawks, “Tell your boy friend to buckle up”. In addition, funny dialogues have used to convey an important idea without any in convince. This can be considered a public service advertisement (PSA). It is one of the runaway hit campaigns, because usually people consider transgender community as discriminated group from the society. Instead of avoiding them, through this campaign, media have accepted them as a major part of the society. Once the advertisement launched it got 40 million viewers and millions have seen it on television. Vicks Generation-‘Touch of Care’ ‘Vicks’ new ‘Touch of Care’ is an advertisement campaign and one of the heartwarming campaigns launched by Vicks. The campaign focuses on ‘Family is where care is’ portraying a real life story of an orphan and her newfound mother. Campaign designed by Public Singapore. The campaign beautifully captures a life of a transgender and her emotions, rights should be respected by the society. This campaign tells that, how Gayathri is saved by a transgender woman (Gauri Sawant). The campaign reveals that how Gauri Sawant (a transgender woman, Activist) faces the challenges from the rest of the society. References: www.dnainda.com Jhatkaa.org Gaysifamily.com Indiatimes.com