CHALLENGING MEDIA STEREOTYPES
“Whoever controls the media, controls the mind,” perfectly encapsulates the profound influence media holds over individuals and society. Mass media subtly and continuously. At Akshara Centre, our interactive gender workshops with students always include discussions on the portrayal of women in the media. While our initiatives span diverse stakeholders – college students, local government bodies, and public transport systems – we recognised the pressing need to address media representation directly.
On July 29, 2022, Akshara Centre showcased its Gaana Rewrite campaign at The International Advertising Association (India chapter) summit titled “Voice Of Change: Gender Portrayal from 30 seconds to 3 hours” in Mumbai. Gaana Rewrite reimagines the sexist lyrics of popular songs, transforming them into gender-sensitive and inclusive versions. The summit brought together over 200 industry leaders, including heads of OTT platforms, media directors, and journalists, to explore ways to foster a more inclusive media landscape.
Akshara’s Co-Director, Dr Nandita Shah, presented this campaign at the summit, coupled with a performance by Shefali Saxena who sang the reimagined, gender-sensitive versions of popular songs. To hear the reimagined, gender-sensitive versions of popular songs, watch the Gaana
Rewrite video here.
THE SECOND PUBLIC CAMPAIGN ON DOMESTIC VIOLENCE ‘NO COVER UP’
The campaign #NoCoverUp was launched by Akshara Centre in collaboration with Mullen Lowe Lintas Group, and supported by MTV India and Saregama.
The initiative’s objective was to create awareness about the issue as well as reach out to the victims/survivors of domestic violence, reassure them that they are not alone and encourage them to take the first step – not cover it up.
Watch the video:
GET IN TOUCH
We would love to hear from you! There are several ways we can help each other. You can volunteer with us or you can donate money. In case you would like to contact us, do drop us a line at: akshara.frea@gmail.com
If you would like to assist Akshara’s efforts by volunteering or interning with us, please get in touch by filling in the attached form and emailing it to us. Give us an idea of what sort of time and skills you have, so we can hook you up with one of our programs. Your expertise is needed for our growing organisation.
We welcome individual and organisational donations. Choose which program you would like to donate to? Read our Annual Report and decide to support youth as gender advocates, sponsor underprivileged girls’ education or make the city safer for women.
If you are looking to working with us. We offer full time and part time or freelancing possibilities. It’s a great small and friendly team. Please send us your resume.
Our postal address is:
Akshara Centre
Dhuru Bldg, 2nd floor, opp Bank of Maharashtra
Gokhale Road, Dadar West,
Mumbai 400028, India
Tel: 022 24328699
Email: akshara.frea@gmail.com