Joy Personal Care, an Indian skincare brand, has launched the #JustEmpowerOne campaign to positively impact the economic conditions of acid attack survivors.
The campaign aims to bring attention to the challenges faced by women who have survived acid attacks, and to encourage other organizations to support them. As a first step towards solidarity, Joy hired Pampa Das, an acid attack survivor, as an executive in its ecommerce department. The brand hopes to inspire empathy and support in society, and has created a microsite where people can contribute to the cause by clicking on a support button.
For every click, the company will donate 1 rupee to the Atijeevan Foundation, which works with acid attack victims and helps them with education or small business development. Joy has also partnered with ShareChat and MOJ, social media platforms in India, to promote the campaign and has introduced an Instagram filter to spread awareness. The brand is using emotive creatives and pop culture messaging to reach a wide audience in India.
Sunil Agarwal, Chairman, RSH Global said, “As a home grown brand, Joy Personal Care is committed not only to providing products for hyper-sensitive skin, but also to go above and beyond to make our people’s life easier. Acid attacks are a serious concern in our country, and we are steadfast on undertaking efforts to eliminate as many of their struggles as we can. We are happy to announce our ‘Just Empower One’ campaign, an initiative that aims to lay emphasis on the challenges faced by acid attack survivor & empower them by providing employment, education, or ensuring their financial stability”.
Poulomi Roy, Chief Marketing officer, RSH Global said, “Our aim is to make a difference and contribute towards the lives of acid attack survivors and help them pursue a dignified livelihood. At Joy, we truly believe that gender equality and empowerment of women lie at the core of our brand’s existence and with this campaign we aim to create a positive impact for acid attack survivors. We are committed to ensure that the issue is noticed, and supported by as many people as possible. We stand united to eradicate any stigma related to such unfortunate incidents. We as an organisation have hired one acid attack victim, and aim to make sizeable donations to impact lives of many more. We purposefully encourage other organizations to do the same.”
Pampa Das said, “I appreciate Joy’s vision and am thrilled to be working with the organization. I am happy that they are giving this issue a voice and I am glad to see the campaign garnering support from across the country. I wish everyone would do their part in accepting and empowering those in need. The world would be a better place for it.”