This amazing public service ad by Capital advertising agency in Gurgaon, India draws attention to the horrible act of female foeticide that is still common in India. With sons being preferred to daughters, medical advances enabling couples to tell the sex of their baby are being abused to get rid of fetuses when the family finds out it is a baby girl.
The print ad shows a typical image of a fetus sucking its thumb, but when you look closer, you see that the poor girl fetus keeps her fingers crossed as the common sign of “good luckâ€, hoping to be given a chance at life.
According to wikipedia, Feticide or foeticide is an act that causes the death of a fetus. In a legal context, “fetal homicide†refers to the deliberate or incidental killing of a fetus due to a criminal human act, such as a punch or kick to the abdomen of a pregnant woman.
The May 2008 campaign was done with creative director Joy Mohanty, art director Ritesh Nagpal, and copywriter Varun Popli for Capital advertising agency.
Fetuses for Human Rights
Campaign to Stop Female Foeticide
Trend Themes
1. Female Foeticide Awareness - Disruptive innovation opportunity: Creating innovative campaigns and technologies to raise awareness about female foeticide and its consequences.
2. Gender Equality Advocacy - Disruptive innovation opportunity: Developing platforms and initiatives to promote gender equality and challenge cultural preferences for male children.
3. Ethical Use of Medical Technology - Disruptive innovation opportunity: Designing ethical guidelines and regulations for the use of medical advancements, such as sex determination tests, to prevent misuse and gender discrimination.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Collaborating with advertising agencies to create impactful campaigns that address social issues like female foeticide.
2. Social Activism - Disruptive innovation opportunity: Establishing organizations and platforms that engage in advocacy work to combat gender-based violence and discrimination.
3. Healthcare and Biotechnology - Disruptive innovation opportunity: Developing innovative medical technologies and procedures that promote prenatal healthcare and support gender-balanced populations.