MOR AWAAZ

Mor Awaaz is an education and awareness program conducted in semi-urban and rural areas in Chattisgarh by IFMR, Chennai. The aim of the program was to train local women to use smartphones in order to be able to better participate in local governance and use access to internet to better their lives. The campaign was a result of a year-long research program conducted by the Harvard Kennedy Business school, which found India to have one of the largest gender gaps with respect to access to technology. The causes for the gender gap are mainly socio-cultural norms which curb women's autonomy and access to phones and internet. 

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Therefore, while the campaign was targeted specifically at women, it had to be designed to be family-oriented and focussed on accessing government benefits for the whole family, so as to reduce backlash by existing patriarchal norms. The tone of all the communication is cute, wholesome, with bright colours and rounded forms, a familiar cartoon-like language to effectively delivering the message for change.