MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has announced its partnership with UN Women with its new campaign #DrawALine through a short film ‘Lakeer’ that takes the viewers through a series of traumatic events in the life of a woman living in rural India. The campaign is aimed at raising awareness about the gender violence that goes unnoticed and spreading a message in a very clear yet powerful manner.

UN Women programme analyst Salina Wilson said, “This is a short film we made with all our hearts - a cloud of despair, lined with the ray of hope that women, children, and just as importantly, men across the world, will find the courage to listen and speak about gender violence.” 

Highlighting the idea behind the campaign, Dentsu Webchutney said, “Gender violence is a harsh reality that we can no longer ignore, and there will never be a better time to speak up, than now. The issue has been plaguing our society for way too long, and despite the country’s rapid rate of development, stories of domestic violence and physical abuse are repeatedly witnessed across different facets of society – be it urban or rural, high net income or below poverty line households.”

Dentsu Webchutney chief creative officer and co-founder Sudesh Samaria added, “Violence against women and girls is something we all need to overcome, and as responsible individuals, it is time we come together to #DrawALine once and for all. Despite the film’s harsh visuals and narrative, we felt that this is a story that needs to be told."

Dentsu Webchutney executive vice president Anil Kumar said, “This campaign aims at creating something simple, yet audio-visually powerful that stays with the people. As a cause, it is one we adamantly stand for, and we truly relished the opportunity to work with UN Women, and support the mission in the best way we can.”