Nike India Campaign FOR WOMAN’S RIGHTS
Jingyi Wang 2065271 Hsing-Yang Lai 2069107
Why India? There has been growing alarm at sexual violence in India since the 2012 fatal gang rape of a student on a Delhi bus. Government crime data shows that a rape is recorded every 22 minutes in the country. With an increasingly large population, India is a big market for international companies like Nike. An anti-rape campaign will cater to female customer’s mindset after those incidents.
Women in India - Facts
Acceptance of domestic violence Low status of women History of Caste system Encouragement of rape victims to compromise A lack of public safety
Nike products – Women’s running collection
Core Message
MAKE YOURSELF fearless.
Television Every22minutes Campaign YouTube
22-minute viral video Spotify 22-minute playlist
Nirbhaya, name of the
One woman gets raped every 22 victim of the 2012 gang-rape, minutes in India.“fearless” in Hindi. This means meaning perfectly fits into NIKE’s intention to promote women rights in India. Therefore NIKE name the new collection after the girl’s name. To promote the spirit of “fearless” women and the “Nirbhaya” collection, NIKE integrates a variety of marketing channels under the “22 minutes” concept.
One woman gets raped every 22 minutes in India.
“ The Every22minutes Campaign�
Every22minutes
Centering the media solution firstly around the prime-time TV show in India, inserting short clips showing examples of sexual assault or abuse in the regular commercial breaks every22minutes, so what was supposed to be a commercial break became an info line.
Integrated Social Media Marketing ď ľ
YouTube
Inviting fans to leave comments about their possible reaction towards sexual assault or a suspected rapist on the street. Nike might get professional responses (self defense tricks) as well as interesting (or funny) ones. It will further invite famous Indian celebrity couple Frida Pinto and Dev Patel to film all these reactions into a 22-minute video clip, as they will definitely go viral on Internet.
Integrated Social Media Marketing
Spotify and Facebook
These two Social Media Platform are systematically connected, therefore fans can easily share their playlists or favorite artists on Facebook through Spotify. Utilizing the existed Nike Plus, Nike will create an customized function on Spotify’s front page – Create your
perfect 22-minute NIKE running playlists.
And the playlist that get the most followers will receive a whole “Nirbhaya” running collection.
NIKE Marathon event
Make Yourself Fearless.
Slogan: MAKE YOURSELF FEARLESS
Target audience: Women
Core message: Be tough & Protect yourself.
Place: Major city run (ex. Mumbai, Delhi, Kolkata)
Time: On the weekend
Promotion: Free “Nirbhaya” collection for participants
NIKE Marathon event
-ATTEND-
Running participation
-AWAREWomen are heroes of themselves
- Advance – Cross gender inequality
The process of marathon event will be made into a 22-minute documentary and broadcasted in the future.
Print Marketing
Print Marketing materials use real-life examples to encourage woman to not suffer in silence, but to speak
out and be fearless.
This young girl’s husband lacerated her face with a razor blade.
BE FEARLESS, FOR HER.
THANK YOU!
MAKE YOURSELF FEARLESS