India, November 25, 2019: UN Women India, United Nations entity committed to gender equality and empowerment of women has collaborated with TikTok the world’s leading destination for short form video content, on their campaign called #KaunsiBadiBaatHai. The campaign aims to raise awareness and inspire action towards making the world free from violence against women. This initiative is a part of the global 16 Days of Activism focused on ending gender based violence. The ‘Orange The World’ campaign, that kicked off on November 25th, observed as International Day for the Elimination of Violence against Women and will continue till the International Day of Human Rights on December 10.
TikTok will run the hashtag #KaunsiBadiBaatHai on the platform for 16 days with an objective to mobilize users from across the country. The in-app campaign aims to encourage users to show their support by undertaking the #KaunsiBadiBaatHai “Rap for Change” challenge and sporting shades of orange, in their videos. The colour orange is globally recognised as the colour for the elimination of violence against women and symbolises a world that is free of all acts of violence against women.
The campaign rap called Kaunsi Badi Baat Hai that users can use as soundtrack for their videos is, written and rapped by Delhi based 16 year old Abbas Ali from Slam Out Loud and composed by Aditya Shekhawat, highlight instances of violence against women and questions existing negative socio-cultural norms.
Speaking about the collaboration, Nishtha Satyam, Deputy Country Representative, UN Women India said, “UN Women is committed to making spaces safe for women and young girls, for violence against women and young girls has real consequences and costs. Through our proud partnership with TikTok for this campaign, we hope to raise awareness and unite users to break the silence around violence.”
Nitin Saluja, Director, Public Policy,TikTokIndiasaid, “ At TikTok our mission is to inspire and enrich people’s lives and give them an outlet to express themselves in a way that adds value to the community. We are proud to collaborate with UN Women India for this campaign as their community partners and believe that the highly engaged community on TikTok has the potential to contribute towards a change in society and spread the message of a violence free-world.”
UN Women is the United Nations entity dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide. UN Women supports UN Member States as they set global standards for achieving gender equality, and works with governments and civil society to design laws, policies, programmes and services needed to ensure that the standards are effectively implemented and truly benefit women and girls worldwide. UN Women also coordinates and promotes the UN system’s work in advancing gender equality, and in all deliberations and agreements linked to the 2030 Agenda. The entity works to position gender equality as fundamental to the Sustainable Development Goals, and a more inclusive world.
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.