Her Courage Lessons

The campaign aimed at encouraging parents to put courage over fear in their daughters. The campaign was introduced with three rhymes for parents that highlighted how girls were being raised in fear in India. With the tune of popular children’s rhymes, these rhymes for parents emphasised that just like childhood rhymes, fear taught at a young age can be unforgettable.
Parents were asked to give a missed call on 9512104443 to start courage lessons for their daughters. On giving a missed call, parents would receive the vocabulary of courage, powerful lessons to incorporate courage in their daughter’s daily life. This new vocabulary redefined the 26 English alphabets with a courageous twist: A for Ambitious; L for Leader; Q for Question.
According to a 2018 report by Save The Children, a global non-profit organization, ‘more than 63% of parents in India teach fear to their daughters’. This fear is carried into the girl’s adulthood as well, leading to courage deficiency.

To make parents actually relook at what they were teaching their daughters, we introduced a Skill on Amazon Alexa. This Skill allowed parents to check their vocabulary and find out whether they fear train or courage train their little girls.

When I started design and cracked the look for this campaign I start with letter "D". Every letter is designed with mix of unique web illustration style & simple type faces which can be molded easily in any form with any size. I choose web illustration because web illustration is a type of illustration which can turn an average look, sketch, thumbnail into something really unique, it's a powerful and creative medium which can identify and communicate the brand message and transmit ideas universally, through the use of just one image without any limit. 

During the art direction of each and every letter I keep Ana Duje and LA Johnson, the great web illustrator artist's works in mind. I always inspired by both artists illustrations work with bold and fresh colours and also try to put in my this project.

For instance, the ‘A for Ambitious’ is created with a little girl and a huge telescope, to show how aiming big should be encouraged. ‘M for More’ shows a little girl looking into a mirror and seeing multiple reflections, teaching parents to encourage their daughter in discovering her many sides. Every letter is accompanied with statements, that parents can use with their daughters in daily conversations.