4th Laadli National Media Awards for Gender Sensitivity concludes

| Marketing | February 14, 2013 | News

The fourth edition of The Laadli National Media Awards for Gender Sensitivity was organized by NGO Population First on Feb. 5 at Tata Theatre - National Centre for the Performing Arts (NCPA), Mumbai. The show was executed by Q Theatre Productions (QTP).

The objective of the awards was to felicitate, acknowledge, recognize and encourage media, journalists and advertising professionals to keep working on gender issues while drawing the attention of the public to their positive efforts in the media with regard to gender sensitive reportage. They were instituted in 2007, as part of the media advocacy efforts under the Laadli campaign. Laadli is Population First's girl child campaign against sex selection and falling sex ratio.

The show was attended by an audience of around 700 with about 50 media persons. Personalities like Sunita Rao, Ashutosh Gowariker, Sudhir Mishra, R. Balki, Rajashree Birla and Pooja Bedi among others were also present. The event was hosted by television journalist and columnist Barkha Dutt whereas Maharasthra's Chief Minister Prithviraj Chavan was the chief guest.

The awards began with a press conference, where Dolly Thakore welcomed the press and Dr. A. L. Sharada from Population First facilitated the discussion. Soon after, the representatives of Population First shared some insights for the evening and the progress the organization has been making over the years with respect to its central activity. There were short performances by Shiamak Davar's Victory Arts Foundation, Saxophone Sisters and children from a village in Shahapur.

The book 'Sense & Sensitivity' was launched during the award ceremony. This book is a compilation of the award winning entries of last three editions of the Laadli Media Awards for Gender Sensitivity. It showcases the real stories from all over India and brings to limelight investigative reports, editorials, features and human interest stories on gender inequality and violence. A performance by Shubha Mudgal, who rendered few songs on women empowerment, was followed by a cocktail dinner.

Eighteen awards were presented which were selected by a panel of distinguished jury members, comprising eminent media and social sector personalities namely Mahesh Bhatt among others. The Oscar-winning Indian cinema costume designer Bhanu Athaiya received the Laadli Lifetime Achievement Award at the event. The awards also had renowned ad-film director, Gauri Shinde receiving an award for Best Mainline Film for her directorial debut 'English Vinglish.'

DDB Health & Lifestyle received an awards for their campaign titled Mard Ki Daad - Age of Marriage. DDB developed this campaign for the National Rural Health Mission, Ministry of Health and Family Welfare. The objective of the campaign was breaking the silence on the right age of marriage and enabling others to recognize the importance of girl child's education and development. Commenting on the win, Urvashi Guha, Senior VP, DDB Health & Lifestyle said: "Building brands is easy but sensitizing the society on gender issues is complex, especially when one-third of the world's child brides lives in India. The ‘age of marriage campaign' for Futures Group (an international NGO) is one of our contributions toward bringing in social change."

DDB Health & Lifestyle, a specialized practice within the DDB Mudra Group caters to the emerging communication needs of the healthcare industry. Its clients include J&J Medical, E.Merck, MSD, Novartis, Dr. Reddy's Laboratories, Cipla Limited, Wrigley's, Global Hospitals Group, Bourne Hall Clinic, Kokilaben Hospital, Becton Dickinson, Baxter, Philips Healthcare, UNICEF, Population Services international (PSI) and John Hopkins Bloomberg School of Social Medicine.

The idea for the décor came from the core activity of Population First, which focuses its attention mainly to issues relating to the girl child and gender sensitivity. There were strands of fabric tied up to represent the 'choti' or a pigtail of a girl child and these were set-up all around the venue. The podium on-stage was also designed as the red wave of the Laadli logo which added to the on-stage set-up of the central branding with the projection screen.

Sponsors and partners were given co-branding visibility with the Laadli event branding material. The main sponsors for the evening had their logos placed on the main backdrop on-stage as well as the backdrop used for the press conference. The regional partners had branding visibility on standees placed in the foyer area. The sponsors for the post event cocktail dinner were given visibility through standees and backdrops near the dining area. Sponsors and partners included Air India, Godrej, Aditya Birla Group, Tata, Desmondji, among many others.

The association between QTP Pvt. Ltd. and Population First has grown over the past three years, ever since QTP was given the mandate to organize and conduct the awards in April, 2011 at the Tata Theatre. Population First is an NGO working on population and health issues within the framework of women's rights and social development. It has been working actively on various campaigns, activities with various groups like college youth, NGOs and other communities and has received an overwhelming response from various segments of Mumbai.

Commenting on the event, Quasar Thakore Padamsee, Founder, QTP said: " Population First entrusted QTP with the smooth running of the evening, right from ensuring the hospitality of the awardees to the completion of the evening at the post awards cocktail dinner for the invited guests. QTP was glad to run the entire set-up at the venue ranging from the décor in the foyer, the Press Conference in the Tata Elevator Lobby to the onstage set-up and backstage management of the performers. It was important to pre-empt the situations which could be potential issues before and on the day of the event. However, we were able to plan the logistics in advance and we were well supported by the Population First team and the NCPA Staff, along with our vendors."

It was organized by NGO Population First and executed by Q Theatre Productions.

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