Article on save the boy child in 200 words
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Every time we tell our little boys that they shouldn’t cry, we are perpetuating gender bias. Every time we brush aside everything they do with a ‘boys will be boys’, we are perpetuating gender bias. Young minds are impressionable and it is important to nurture and mould them in a positive way.
In its new campaign, FCB Ulka has tried to address the problem of gender violence and discrimination in a new way. Instead of saving the girl child, here they are trying to save the boy child.
The film is a montage of young boys asking their parents to save them. They appeal to their parents to raise them right, for a healthy environment at home from which they can learn. They ask their parents to save them now because later will be too late. The film ends with the message, ‘Save the boy child and our girls won’t need saving’.
Speaking about the campaign and the objective behind it, Keegan Pinto, Creative Head, FCB Ulka (West) and National Creative Director, Branded Content, said, “The objective of the campaign is to bring to every Indian, possibly the only solution to the problem of how women are treated in the country. The solutions don't lie in developing new laws, or law enforcement at large, or of course, in changing the way women live, or changing what they wear. The solution lies in orienting and educating men. And with that, we need to start when men are little boys. We need to start at the root, at the foundation. When their minds will best remember a good piece of information, just like the many good things a young child is told or taught which stays till and through adulthood. Like all fundamental and formative education, the alphabets, math tables, hygiene. Our young boys need to be educated about how to treat women correctly, because their own young sisters and mothers are women too. This is more about sorting the home environment out more than anything else, because all real education comes from parents and homes, more than schools. This is much needed and will surely try and address the epidemic of how women are ill-treated in India, from discrimination, to male chauvinism and superiority, to sex crimes, domestic abuse, marital rape and more.”
“Our core thought is about shifting the dialogue to the boy, focusing on the root cause which is the mind of the little boy who grows up to be a man who might commit a crime and offence (big or small), and saving him from becoming a criminal. If we saved him, changed him, educated him, the exercise of protecting or saving the girl child wouldn't be needed. Therefore 'save the boy child and our girls wouldn't need saving,” added Pinto