Serviceplan Unveils the Truth Behind Acid Attack Victims with Latest Campaign
On March 8th, the news on the Indian TV channel NewsX will be presented by a special presenter: a woman with a veiled face. First, the NewsX presenter starts the broadcast and greets the audience. It begins with an account of several women who have been disfigured by acid attacks by their husbands. Next to her sits a veiled co-host. Then the unveiling begins: while the co-presenter gradually unveils her face, it is clear that she is an acid victim. She then asks the audience for their support. The NewsX presenter ends the news with information about the charity "IPRAS WomenforWomen" that tries to alleviate scars by means of plastic surgery and with tremendous commitment from volunteers. So that women like her can be helped, she calls on viewers to donate: "Together we can make a difference and heal India's acid victims' scars.”
The news programme on which the PR campaign is to be broadcast live can be seen on the Indian TV channel, NewsX. This station belongs to the ITVNetwork and is India’s fastest growing news broadcasting group, with two national news channels, four regional news channels, two daily newspapers and various digital platforms, totalling over 100 million daily viewers and readers.
As well as the PR campaign, there are numerous accompanying PR measures, which raise awareness of the campaign and its underlying cause: a panel discussion with various Indian opinion influencers, posts on social-networking platforms, banner advertising on different websites and TV promotions.
According to Christoph Bohlender, Creative Director of Serviceplan Health & Life: "When Dr Neuhann-Lorenz came to us, India and acid attack victims seemed very far away. Then, I went to India myself and suddenly, an abstract idea became a real person with an infinite amount of suffering. I hope to give real impetus with 'The Truth Unveiled' and to be able to help. What plastic surgery enables Dr Neuhann-Lorenz to do is pretty much immeasurable."
Dr Constance Neuhann-Lorenz, specialist for plastic surgery and aesthetic surgery as well as the President of IPRAS WomenforWomen says: “IPRAS WomenforWomen uses plastic surgery to help restore the physical integrity and therefore the dignity of women affected by these injuries. I believe the help provided by our female surgeons is extremely fulfilling and also a great support in promoting understanding between nations. Even though we can ‘only’ help individual women, our solidarity can still be seen across different continents, cultures and religions.”
Jaya Prasad, Managing Director of Serviceplan India states, “An attack with acid is an insidious act beyond comparison, which can happen to simply anyone. I absolutely believe that this malicious concept must be banished from peoples’ minds as soon as possible, and this can only happen if awareness is raised and young people are truly enlightened and educated.”
Creative Agency: Serviceplan
Category: Corporate and social , Social