Campaign for Dignity 2015: Inspire youth to create 'Dignity Moments' for the elderly

Entries are now being accepted for the 2015 edition of the Campaign for Dignity Awards. The awards conceptualised by Dignity Foundation, which works for dignity of the elderly in society, will be run in India and the US markets this year. 

 

Besides the print ad competition that made its debut last year, entries are also being invited in 2015 for TV and radio (scripts), besides experiential/activation ideas on the brief: ‘Inspire the youth to create ‘dignity moments’ for the elderly’.

 

A 'dignity moment' could be one where a younger person gives way to an elder in a queue, or stands up respectfully to let them pass, or gives up his/her seat in a bus/train, with respect. Or, better still, it could begin at home. Even better, the campaign could lead to all ration shops, private radio taxis, or multiplexes, or anyone else, allowing for a privilege allotment for the elderly. But with dignity, not sympathy.

 

Winning entries from the print and online competitions will be published in Campaign India magazine and on www.campaignIndia.in respectively. Conversations are on with potential sponsors, production companies and media partners to create and amplify the winning creatives in other print and electronic media.   
 

'Socially significant'

 

Dr Sheilu Sreenivasan, founder president, Dignity Foundation, said, “Awareness about ageing is the lowest among social causes in India.  Surprisingly, the young advertising professionals who sent their ad copies during the 2014 Campaign for Dignity displayed such fine sensiti​vity to the issues of the older adults that we were very much enthused to taking all the 50 shortlisted entries to colleges in Mumbai. 

 

“Three young students in Wilson college said with teary eyes after seeing the exhibition, they realised how unkind they have been to their grandparents, how that same evening they were going to make up for that lost time. As a part of awareness building and inter-generational bridge building, Campaign for Dignity is socially significant​.”

 

Suresh Ramakrishnan, publishing director, Haymarket Media India (publisher of Campaign globally), said, "They say a society or civilisation is known by how it treats its weakest constituents. The way Dignity Foundation and we see it, the elderly would count amongst those constituents who deserve our respect and their dignity. This was an opportunity brought our way last year by an adlander, and we grasped it with both hands. Such avenues to give back to society while staying true to what Campaign is as a brand, are rare. We hope this edition of the awards, which will reach out to adlanders in India and the US through our edition there, makes some positive difference to the lives of the elderly."

 

Campaign for Dignity was the brainchild of copywriter Anantha Narayanan of 1pointsize, Chennai. He was instrumental in bringing Campaign India and the Dignity Foundation together, and stands in firm support of the project this year too.   

 

Support 

 

Campaign for Dignity 2015 (India) is being supported by the India chapter of the International Advertising Association (IAA). The US leg, with a customised brief for the market, is to be announced shortly.   

 

Send in your entries on or before 3 September 2015 to: [email protected]

 

Entry Guidelines

 

Print: No restriction on dimensions. Create the print ad and send it to the abovesaid ID in a high-res format, expandable to larger OOH proportions. In case of heavy files, a transfer link will be appreciated. If the concept is chosen, entrants may be requested to resize as per availability of inventory for publication.

 

Online: No restriction on dimensions. If the concept is chosen, entrants may be requested to resize as per availability of inventory for publication.

 

A/V and Audio spots:  Please send concept notes of 60 and 30 seconds explaining the idea, in word format. Also specify the budget. A smaller budget carries greater chances of execution support from partners. If chosen, further detailing will be expected.

 

For further details contact: [email protected] / [email protected]

 

(Last updated on 31 August to reflect extended entry deadline for the 2015 India leg.)