Kerala govt takes on patriarchy in newest women-centric campaigns

Express News Service
Ever imagined a extremely gender-driven matter like feminism gaining significance on World Earth Day? 

Living in a land the place gendered notions are attributed to ecology and nature, the place the metaphorical tone of ‘dignified’ female tolerance is hid within the mythological Mother Earth, there could possibly be a no higher day to place ahead a daring assertion towards the ‘glorified’ oppression being confronted by Indian ladies. 

Taking the lead was the Women and Child Development (WCD) division of the state authorities that got here up with a novel marketing campaign on April 22, when the world noticed Earth Day. 

“Boomiyolam Thaazhendavaralla Sthreekal”-which interprets to ‘ladies are usually not meant to be tolerant like mom earth’-, is a direct tackle the entrenched patriarchy. Only a number of days in the past, the division had got here up with daring catchlines as ‘solely robust ladies shall be tagged as ‘Pokkucase’, ‘Orumbettaval’, ‘Ahankari’ or ‘Thannisthtakkari’ by society which ladies needn’t thoughts in any respect’. 

The division had rolled out 5 such Information, Education & Communication (IEC) supplies underneath the theme, ‘Ini Venda Vittuveezcha’ (No extra compromise by ladies) since February.

Another attention-grabbing marketing campaign materials which took a jibe on the patriarchy is that ‘ladies will resolve their marriage age and society needn’t fear’. Unlike earlier instances the place a authorities ought to hesitate to ask the wrath of the patriarchal worth system of society, WCD appears to be making an attempt to show the hollowness of Indian ‘values’ itself. 

Since February this 12 months, the division has rolled out half a dozen such Information, Education & Communication (IEC) supplies underneath the theme, ‘Ini Venda Vittuveezcha’ which suggests ‘No extra compromises’ (by ladies), all of which have gained appreciable social media traction. 

The newest underneath the banner was the Vishu sequence that got here up with a set of attention-grabbing illustrations of girls taking all of the ache in arranging the auspicious ‘Vishu Kani’ for the complete household. An album ‘Angine Venam’ that includes singer Arya Dayal has turn out to be viral for celebrating the colourful change ladies people underwent as per the instances. 

Mind-blowing marketing campaign

“The recent campaign materials of the department reflect the mind of girls. Of late, they have become a rage in family WhatsApp groups. It is a big support for the girls who are surrounded by family members and teachers rooted in patriarchy,” notes Raseena Ok Ok, trainer at GHSS Malappuram. She is all reward for marketing campaign that proclaims abortion as the selection of girls.

“We are eagerly looking forward to new campaigns from the government. It has struck a chord with new generation women,” stated advocate Sapna Parameswarath of ‘Punarjani’, Kozhikode. 

‘Aimed to provoke dialogue’

WCD division Director T V Anupama stated the campaigns have been envisioned to provoke a severe dialogue in society.

“Unlike the preaching kind of campaign, we thought of addressing the crux of the problem and reach out to youth,” stated Anupama who’s all excited in regards to the overwhelming response from the marketing campaign.