The campaign is part of a wider initiative that kicked off on 25 November called ‘Orange The World’, which promotes 16 days of activism to eliminate gender-based violence. The colour orange has become an icon of the anti-gender violence movement in India. The hashtag has already had over 744,890,528 views and has received many video submissions.
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.”
On TikTok, users are tasked with taking part in a rap challenge by submitting a video against the #KaunsiBadiBaatHai hashtag, while using the colour orange in the video.
The song that is being used as the background for the videos is written by Delhi-based 16-year-old Abbas Ali from Slam Out Loud and composed by Aditya Shekhawat. The words of the song describe instances of violence against women and discuss negative socio-norms around gender.
Nitin Saluja, director, public policy, TikTok India, said: “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.”
The campaign will be promoted by the UN Women account on TikTok and run until 10 December, which is International Day of Human Rights.