On November 25, 2024 — observed globally as the International Day for the Elimination of Violence Against Women — PENN launched a unique social media campaign asking men to take a public pledge for women's safety. The campaign gained national attention and was featured on NDTV.
A Campaign Focused on Men
Most awareness campaigns around women's safety are directed at women — how to stay safe, how to report, how to protect themselves. PENN deliberately flipped this: the Pledge for Woman Safety campaign was designed for men, asking them to take responsibility as protectors, allies, and bystanders who act.
The campaign ran across Facebook, Instagram, and Twitter, with participants sharing a standardised pledge image. Celebrity connect was led by Actor Revathi, a member of PENN's Advisory Board, whose post reached lakhs of followers within hours.
“When men speak up about women's safety, it changes the conversation entirely. This pledge isn't just symbolic — it's a commitment to act.”
NDTV Coverage
The campaign's reach and the novelty of its approach caught the attention of NDTV's editorial team. PENN's founder Mr VS Sridhar was featured in a segment that explored why men-centric campaigns are essential for cultural change around women's safety in India.
- ✓Campaign ran for 7 days across all major social platforms
- ✓Thousands of men took and shared the pledge
- ✓Coverage reached an estimated 2 lakh+ viewers via NDTV digital
- ✓Celebrity participation amplified the message significantly
The success of this campaign reinforced PENN's belief that lasting change in women's safety requires engaging men — not just as bystanders, but as active participants in creating safer communities.