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TikTok and UN Women raise awareness about violence against women in India

A marketing campaign on viral brief video app TikTok to lift consciousness about girls’s issues of safety in India has attracted greater than 887.5 million views as of Monday.

The #KaunsiBadiBaatHai marketing campaign is a component of a bigger initiative by UN Ladies known as “Orange the World: #HearMeToo” to mark 16 Days of activism in opposition to gender-based violence. Kaunsi Badi Baat Hai means “what’s the massive deal” in Hindi.

The marketing campaign kicked off Nov 25, the Worldwide Day for the Elimination of Violence in opposition to Ladies and can proceed till the Worldwide Day of Human Rights on Dec 10, in line with an announcement by TikTok.

The in-app marketing campaign encourages customers to indicate their help by endeavor the #KaunsiBadiBaatHai “Rap for Change” problem and sporting shades of orange of their movies. Orange, the signature color of the marketing campaign, symbolises the elimination of violence in opposition to girls, TikTok mentioned.

The marketing campaign rap Kaunsi Badi Baat Hai was written and carried out by 16-year-old Abbas Ali from Delhi and composed by Aditya Shekhawat. Obtainable for customers as a background observe for his or her movies, the music highlights cases of violence in opposition to girls and questions current sociocultural norms, the assertion added.

“At TikTok our mission is to encourage and enrich individuals’s lives and provides them an outlet to specific themselves in a means that provides worth to the group,” mentioned Nitin Saluja, director of public coverage at TikTok India. “ We’re proud to collaborate with UN Ladies India for this marketing campaign as their group companions and consider that the extremely engaged group on TikTok has the potential to contribute in direction of a change in society and unfold the message of a violence-free world.”

Nishtha Satyam, deputy nation consultant of UN Ladies India mentioned of the collaboration: “UN Ladies is dedicated to creating areas secure for ladies and younger ladies, for violence in opposition to girls and younger ladies has actual penalties and prices.

“By our proud partnership with TikTok for this marketing campaign, we hope to lift consciousness and unite customers to interrupt the silence round violence,” she added.

TikTok customers uploaded movies demonstrating each optimistic and damaging examples of males interacting with girls beneath the hashtag, with many calling for extra respect towards girls of their posts.

The highest submit utilizing the hashtag as of Monday, by consumer @shifazsiddiqui5, featured a person approaching a lady after by chance kicking her as a way to apologise. The submit garnered 3.6 million likes.

Screengrab of the #kaunsibadibaathai campaign page on TikTok's website.

Broadly considered the primary Chinese language-owned app to realize worldwide success, TikTok was downloaded near 176 million instances within the third quarter of 2019, making it the second most downloaded app worldwide in that interval in line with knowledge from cell intelligence agency Sensor Tower.

In India, the video-sharing app ranked second in Google Play and fifth in Apple Retailer as of Monday. There have been 277.6 million downloads of the app by customers in India – roughly 45% of worldwide downloads – as of November 2019, Sensor Tower knowledge confirmed.

In July, TikTok mentioned it was within the strategy of organising a knowledge centre in India to retailer app knowledge domestically after Indian authorities raised issues over consumer privateness and content material regulation and threatened to ban apps by TikTok’s Chinese language proprietor ByteDance.

TikTok has additionally come beneath hearth from US lawmakers and officers over nationwide safety and privateness issues lately. The US Military introduced final month that it was endeavor a safety evaluation of the app attributable to nationwide safety issues over the app’s dealing with of consumer knowledge, quickly after the Committee on Overseas Funding in the US (CFIUS) launched a nationwide safety assessment of ByteDance’s US$1bil (RM4.17bil) acquisition of US social media app Musical.ly, which was later absorbed into TikTok.

Beijing-based ByteDance has repeatedly emphasised TikTok’s independence from China, saying that it shops US knowledge domestically with backup redundancy in Singapore.South China Morning Publish

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