This campaign has actually been around for a while, but I stumbled on it again recently. It’s such a wonderful concept, and I loved that they have tried transplanting it to other countries.
It is an interesting approach in encouraging others to interrupt. The more common approach for public service/safety messages is to directly target the perpetrator and show the consequences of their actions, however given how ingrained domestic violence is in Indian society, I can understand why this might not work.
Something I really liked was the range of emotions of the people who stepped up to interrupt the violence. Some of them were very nervous and tried to think of an excuse, others were confident and almost agressive in taking a stand.
Here are some of the videos:
A group of children use the excuse of looking for a cricket ball
A neighbor uses the excuse of returning a mis-delivered letter
A man rings his neighbors doorbell to ask the time.
This is one of my favorites – a man rings the doorbell to check if there is electricity in the house.
Another more confident example – a man goes to his neighbours house to ask for some milk, and then walks away.
This was the first of the ads to be released. This one features the wonderful actor Boman Irani.
Other Approaches in PSAs
An Australian ad film. When young men drive dangerously, people use a hand signal to suggest that the men have small penises and are trying to compensate.
(As a humorous side note, a man later blamed this ad for his angry behaviour, as a woman made the gesture to him while driving.)
This ad refers to people who drink and drive as ‘bloody idiots’ and tries to establish the regular use of the term to encourage friends to stop each other from drink driving.