The Story

Thanks to a study in 2018, Truecaller realized that teasing, stalking, and harassment through mobile phones has grown exponentially and has become a pain point in a woman’s daily life. In the last two years, Truecaller voiced this concern through the #ItsNotOK campaign, which garnered phenomenal response.

In 2021, Truecaller wanted to generate widespread awareness about Phone Harassment in women’s life, on the back of the existing conversation around the #ItsNotOK campaign.

The Goal

To help the consumers #MakeTheCall we set out to achieve

1. Awareness for the campaign through owned,earned and paid media

2. Generate 2000+ Surveys so to allow women to report cases of phone harassment

The Solution

The campaign was built on the premise that women feel agitated, frustrated, and helpless when someone invades their personal space without their consent.

On our owned media we centered the communication around the thought that invasion of women’s personal space, be it physical or virtual, is harassment and they’re not alone in facing this.

While our paid media amplified the TVC across different channels such as Youtube, Facebook etc to consumers who had been defined basis various touch points such as interest, affinity etc

All of this was supported by a survey conducted by Truecaller on their microsite that showed that many women have gone through similar experiences and they are not alone in this fight against phone harassment.