Truecaller Case Study

To extend and expand Truecaller's previous year's cause marketing campaign called #ItsNotOk regarding harassment in India.

      - Getting stakeholders to discuss the issue 

- Educating the public about their rights

         - Convincing the public to take strong action 

 - Instructing them on how to take action

- Publicizing helplines and resources

     - Restoring public faith in the authorities

We created the campaign #CallItOut because #ItsNotOk. Our core message was to encourage people to call out harassment instead of just ignoring.

We went with this approach as there were several studies that showed that most digital/phone harassment survivors choose to ignore their harassers instead of taking any strong action against them. Unfortunately, this very reaction is what normalizes harassment in Indian society.

  - 10X increase in calls to the women's helpline

- 2.1 million views on our hero content piece