Mumbai: On the occasion of International Day for Elimination of Violence Against Women, TVS Raider has launched an awareness and elimination campaign battling violence against women. The campaign aims to encourage Gen Z to raise their voice and will provide information on ways and means to counter this malice.
Violence against women is one of the most widespread, persistent and devastating human rights violations today and remains largely unreported due to the impunity, silence, stigma and shame surrounding it. The campaign that has been divided into two phases, intends to drive the conversation and action on the issue through a series of online and offline events.
The campaign kickstarts with a video film that communicates the hurt and pain a woman goes through, thereby encouraging its audience to stand-up and take action against the gender-based brutalities. It inspires the ‘Raider man’ to be ‘wicked enough to fight for the right.
Walking the talk on this issue, TVS Raider has associated with Josh Talks to launch an online and offline activation campaign via workshops in colleges across the country. The workshops are aimed at creating a dialogue with Gen Z , making them aware of this issue and equipping them with toolkits to raise their voice against it. These workshops will impart knowledge on aspects of both legal and social recourse that our young boys and girls can take to fight against it
These workshops will be conducted over next 2 months in select colleges across India. All attendees will be given certificates of participation from Josh Talks and TVS Raider to encourage participation. They will also be signing a pledge to support and propagate the cause.
Commenting on the campaign, Aniruddha Haldar, Senior Vice President marketing – TVS Motor company said – “The GenZ in India are keen for rapid change in society and the nation, and they are willing to be the change. This begins with awareness and sensitization on some of these issues. TVS Raider is part of this movement among the GenZ in building our future society and country. Violence against women needs to stop, and this collaborative effort between TVS Raider and Josh Talks is a step towards equipping the youth with the ability and awareness to stand up and be that change.”
Throwing light on the campaign, Chandni Shah, COO – Kinnect added, “VAW is not just a women’s issue. It is a gender-neutral concern and needs urgent action to tackle the horrifying surge in violence, rape, and abuse caused to women. At the heart of this campaign is the aim to address a basic question: If violence inflicted on a bike can bother you so much, why doesn’t violence against women? With’Fight For What’s Right’ we have led a movement that is crucial to increase awareness and ensure that VAW is not overlooked, trivialized, nor tolerated.”