CARE works specifically with women's rights and economic independence. The fact that one in three women in their lifetime will be exposed to violence (WHO) worldwide, and one in five in Norway (NKVTS), is a major obstacle to equality.
For three years, CARE Norway received support from NORAD to an awareness campaign to combat violence against women. Most campaigns deals with violence as the only problem, but we wanted to focus on this as a social problem and the attitudes that form the foundation of violence. Indifference is perhaps the biggest problem for reaching out to our target audience, men.
The objective of the campaign was to get the recipient to reflect on the indifference and lack of grasping a problem can have far greater consequences than they allow themselves to think - and it also goes beyond the ones you love the most. The campaign was designed to reach men, the best men/superdads, and encourage them to stand up against attitudes and actions that underpin this violence. We live in a society where careless and disparaging comments about women are part of everyday life.
Most campaigns deals with violence as the main issue, but we chose to focus on the attitudes that form the foundation of violence. To reach our goal of touching men, we had to move this issue closer to the target audience. We therefore decided to approach dads. Fathers will do everything to protect their children, primarily from the obvious dangers, but what about dangers you cannot see? We would make it impossible for a father to remain unmoved after seeing the film. We used an unborn daughter to tell her dad what she risks just because she is born as a girl.
The short film gives dads out there a key to dealing with this possible future danger. Not accepting derogatory phraseology in their own circle, and teach this to their sons and daughters.
The daughter tells it like she experienced it, so you cannot escape from the issue.
This is a theme/problem with international relevance and the main reason why this five minutes long film has reached an audience of more than 200 million people. The problem is highly relevant in most of the world, although in different degrees.