Asiatic MCL launches ‘The Odd Dot Selfie’ – A symbol of protest to empower the voiceless
In the heart of Bangladesh, where silence often shrouds the pain of gender based violence, a spark of change ignited. Asiatic MCL Bangladesh created the “Odd Dot Selfie” campaign – a bold move that turned a hidden age-old practice on its head to give voice to the voiceless.
The movement was driven by an insight and the desperate need for a change. The traditional ‘Tip’, a symbol of beauty, strength and happiness for Bengali women, leveraged as a rallying cry against abuse. This idea tapped into the very essence of Bengali culture, where symbols carry deep meaning and resonate with the collective consciousness.
The campaign reached far and wide with over 100 prominent celebrities and influencers joined the movement, sharing their stories of abuse with an ‘Odd Dot Selfie’ which inspired thousands of women to do the same. The social media echoed with the voices of women demanding a change. In just 30 days, over 68,000 women from diverse backgrounds joined the cause, making #OddDotSelfie the #1 trending hashtag across social media platforms.
The campaign garnered significant attention from both local and international media, resulting in a PR value exceeding 5.2 million USD. With coverage from over 100 local and global media outlets across 19 countries, the message reached a staggering 44.9 million people worldwide.
But the impact didn’t stop there. Beyond social media metrics, the campaign empowered women to seek help in times of need. Call center interactions regarding violence saw an 80% increase, while cases filed in police stations rose by 28%. Additionally, 535 women received counselling through the campaign’s dedicated help center.
As the campaign looks to the future, it aims to build on this momentum, forging even stronger partnerships and initiatives. The goal is clear: to create a Bangladesh where every woman feels empowered to speak her truth, one selfie at a time.
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