A ramp show to prick the conscience

Members of Action Aid with Cindy Brar of the Bombay Girls Music Band (2nd from left) at a Press Conference in New Delhi on Wednesday.  

AIMED AT sensitising the people at large to the contrast between issues of societal conscience that remain latent as against the trivial and superficial issues that get most of the attention in the media, ActionAid India unveiled its "FTV Like Campaign" here on Wednesday.

The campaign aims at prompting society to engage itself with the cause of marginalised and underprivileged communities through the Karm Mitra Donor Loyalty Programme. "FTV Like Campaign" will use the well-known format of a television fashion show with a stark difference - those walking the ramp are not any well-known models. Instead, they are members of marginalised sections that need attention. "We seem to pay attention when models walk up and down the ramp, but if the communities did the same, they would not be noticed. The message is aimed at bringing a dramatic contrast in people's approach - the social apathy towards important issues and the mindless consumption of banal triviality," said Emmanuel Upputuru, who designed the campaign, at a press conference in New Delhi on Wednesday.

It was also announced at the conference that "Bombay Girls", a pop troupe comprising Candy Brar, Vandana Verma, Maushmi Badra, and Pinky Sachdev who feature in the video "Koi Aaya" shot by Mantra Entertainment has decided to donate 20 per cent of the performance fee to the Karm Mitra funds, to be used for the benefit of eight communities.The cassettes and CDs of the album also contains Karm Mitra appeals in the form of voice over and inlay cards for those interested.

The "FTV Like" film is an extension of the recently launched "Page-3" campaign of ActionAid India. Like the Page-3 campaign the "FTV Like" film is also designed to drive home the point that when it comes to the media its the least deserving issues that get most attention. While the issues that really matter, like the millions of marginalised people pushed to the fringes of civil society are more or less ignored.

By Kannan K.

Photo: S. Subramanium