This Christmas, Schbang for Good has joined forces with Sakshi – a rights-based NGO to spotlight the increasing problem of child sexual abuse. The communication for change vertical of Sakshi, ‘SBOX’, along with Schabang’s impact communications wing ‘Schbang for Good’, launched an action oriented digital campaign for The Rakshin Project, a youth-led movement working to end Child Sexual Abuse in India.
The campaign was launched on the eve of Christmas and intends to draw attention to the ‘Shadow Pandemic’ of Child Sexual Abuse and invite the adult community to participate in the solution.
Children are often portrayed as small bundles of magic during the festive season. They are under constant pressure by society to be “NICE” and home is typically considered a space of love and care for those living in a family. While we tend to burden the child with notions of ‘nice’ and ‘naughty’, we absolve ourselves of the responsibility for creating a secure environment for them, leaving them susceptible to harm.
The campaign film centres the uncomfortable truth that 90% of abusers are within trusted circles and so the solution has to begin from within the family unit. The film ends with an offer of a free training session every Sunday at 3:00 PM which aims at redefining accountability to shift the burden from the child to the adult. Irrespective of whether the child is naughty or nice, they are entitled to a secure environment at all costs. The training session provides tools for adults to build safe spaces, teach children about personal boundaries and speak up about any and all experiences without hesitation or fear.
Riya Parekh, Group Creative Manager, Schbang for Good states “From a young age I’ve debated the idea of “naughty or nice” because their definitions aren’t well defined. Through the campaign, we’ve tried depicting a repercussion of this burden imposed on children, a life-altering repercussion for millions of children.”
While WHO promotes seven strategies to end violence against children, The Rakshin Project by Sakshi, a unique program in a pro-bono partnership with the Ministry of Youth Affairs & Sports, aims to build the capacity of 40 Lakh Youth (18 to 22 yrs) pan-India, enabling them as preventers of gender-based violence and child sexual abuse.
Natashja Rathore, Founder and CEO of SBOX by Sakshi states “As we celebrate the resilience with which we have addressed the challenges of this year, The Rakshin Project’s on-ground initiatives coupled with SBOX’s communication initiatives, continue to work towards ensuring homes actually become ‘safe’. It is important for us to be courageous, to face hard truths and secure our children.”
Sakshi
Sakshi (Regd. NGO 1992)was founded as a rights-based capacity building organization with Equality as our founding principle. A pioneer in working for Equality & Responsible Sexuality in India, Sakshi was the force behind two landmark PILs – ‘Vishaka Vs. State of Rajasthan’ & ’Sakshi Vs. Union of India’ which became the backbone for four existing laws. After spearheading a programme on Judicial Education on Gender Equality for the Judiciary of 5 countries which came to be recognized as a ‘Best Practice’ Model by UN Women, Sakshi is currently working towards mainstreaming the practice of Everyday Equality.
SBOX by Sakshi
SBOX is a vertical of Sakshi dedicated to education through transmedia communication which is designed to derive sustainable social impact. Having led several campaigns and initiatives for Social Arts & Behaviour Change, SBOX continues to strengthen Sakshi’s effort to empower women, children, youth and marginalized groups within the framework of SDG 2030. SBOX’s communication design focuses on messaging for Life skills, Equality, Diversity & Inclusion, WASH, Gender Mainstreaming, Dialogue, Negotiation, Conflict Resolution and Transformational Leadership, amongst others.
Schbang.
Schbang, established in 2015, is a Creative & Technology Evolution company delivering growth driven end-to-end solutions across creative development, strategic advisory, web, design, content, data science, and media planning & buying verticals. The agency also has it’s own production house called Schbang Motion Pictures with a diverse team of talent servicing brands and organisations pan-india. Schbang has been featured as LinkedIn Top 100 start-ups, Financial Times ‘High Growth Companies Asia Pacific 2020, Economic Times ‘India’s Growth Champions’ 2019 among others.
Schbang For Good.
Schbang For Good is the impact communications wing of the company, comprising a small team within Schbang who are striving to push the world towards a positive direction with creative communication and strategic thinking. The team aims to bridge the gap between the rest of the world and the development sector with effective communication using holistic marketing.
The Rakshin Project by Sakshi
The Rakshin Project by Sakshi in partnership with the Directorate of NSS, Ministry of Youth Affairs & Sports, GOI, aims to prevent Child Sexual Abuse by skillbuilding 4 Million NSS Volunteers across 40,000 Colleges Pan-India. The programme educates the youth to Recognize, Identify, Address, De-escalate and Report sexual abuse. These young adults in every family are getting equipped to lead conversations around prevention of sexual violence, create safe spaces for disclosure and secure the child in instances of abuse .
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