As India fights Coronavirus by implementing nationwide lockdown, it came to our attention that domestic violence cases were also rising. To highlight the immoral behaviour and spread awareness regarding the issue with maximum impact, the campaign #LockdownOnDomesticViolence for Akshara was initiated.

Simple yet impactful scripts were created in English, Hindi and Marathi for 1-minute videos to reach a wide range of audience. With the help of Aditya Thackeray, Priyanka Chaturvedi and Rahul Bose, the campaign was associated with Maharashtra Government and Mumbai Police in collaboration with Special Cell for Women and Children.

The 1-minute videos in the three languages featured Anushka Sharma, Virat Kohli, Karan Johar, Vidya Balan, Farhan Akhtar, Dia Mirza, Madhuri Dixit, Shabana Azmi, Nandita Das, Sunil Shetty, Sachin Tendulkar, Rahul Bose, Rohit Sharma, Ajinkya Rahane, Shreyas Talpade, Sonali Kulkarni and Mithali Raj.

The celebrities urged people to take a stand against domestic violence by dialing 100 and reporting if you are a victim or a witness. The celebrities shared the videos on their social media handles.

With the nationwide lockdown, communication and coordination were big challenges. From the different quality of videos to keeping everyone on the same page, every obstacle was handled with the utmost attention. Due to the Palghar incident, Sachin Tendulkar was unable to post the video on social media, which was a major setback.

However, the campaign received a positive outcome as the videos crossed 4 million views. Compared to other social media platforms, the videos performed best on Instagram.