Behaviour-change marketing through everyday products
Using everyday FMCG products which men buy to subtly change their attitude towards women in areas of high violence..
From the time we wake up to the time we hit the sack, we use multiple products on a daily basis without giving them a second thought. Why not use these everyday items to promote the messages of respect for women, standing up against women-violence. For eg: - How about a subtle visual cue on the above messages in the toothpaste, brush, soap you use daily without a second thought. Am not talking about the gory images as in cigarette packs, but something very subtle, which would make a would-be-rapist rethink the consequences - from an empathy point of view or penalty point of view.
The potential impact through leveraging large FMCG brands
Though we may not consiously look at these messages everytime we use them, they do get processed subconsciously (
We consciously process only 20-30% of the daily inputs). And messages which get recorded can drive behavior change - if done right.
More importantly - this provides an opportunity for brands with all their marketing and financial muscle to get involved. Think of the impact we can make if we get the FMCG brands like Unilever, P&G, etc to rally around this cause through their product lines - products which are used by Billions in both developing and developed markets; products which definitely are in the reach and being used by would-be rapists.
Update: Added an example of a marketing initaitive done by Coke for WWF on the environmental cause..