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Beyond Zero Case Study

Project For: Beyond Zero
In Collaboration With: Ploy Media Team

Brief

The unintended consequences of the hard National lockdown, during the Covid 19 pandemic, led to the vulnerability of children, exposing them to numerous social ills like sexual, physical, and verbal abuses. Ploy was tasked to develop a video campaign that would profile the implications of these social challenges on the boy child.

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Objective

◉ Profile positive masculinity
◉ Demystifying vulnerability in young boys
◉ Create awareness of the ChildLine
◉ Encourage people to speak up against abuse

Outcome

◉ The video series was aired as a social media campaign and across television platforms
◉ This series appealed to its target audience, as the ChildLine observed a 3% increase in reported cases post the campaign

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