According to the Acid Survivors Foundation India (ASFI), the number of acid attacks in India are increasing, having climbed to over 500 in 2015.
To tackle this, Lateral Sutra has launched a social initiative; WoWakening: A face to lost identity. The month long campaign is dedicated to the lives and courage of acid attack survivors in India.
The Drum spoke with Mamta Dhingra, founder of Lateral Sutra who attributed the need for the campaign to societal conscience, something which has been neglected for a long time.
"We want to start a dialogue," said Dhingra. "The campaign is designed to work on a sustainable model through various mediums wherein social media and digital platforms play the most important role. To begin with, we have designed a 45-day plan targeting mostly the youth and social influencer groups."
"We are, at the moment, speaking with brands across the sectors of banks, FMCG, beauty, lifestyle, automotive and fashion. We believe any brand participating in the cause and the campaign will be seen as a socially responsible entity while at the same time will highly leverage the target audience and reach," she said.
The initiative will include activities such as a crowd funding exercise in association with Catapoolt and Desired Wings, a photo essay on the lives of the survivors, a
panel discussion with Indian personalities and people from the judiciary, as well as a fashion show featuring survivors walking the catwalk for leading designers.