The Observation
Despite the fact that female farmers make up 42% of the agricultural industry in India, they continue to face a lack of acknowledgement and recognition.
The Idea
The idea was to change this disparity into visibility so we came up with campaign #SaluteTheFarmHer.
The Execution
On Women's Day, we embarked on an initiative to enhance the visibility of female farmers on Google Images by talking with media houses and asking them to use more female farmers' images in their news/articles and edit their old articles with more female farmer images. We are persistently engaging in conversations with media houses and stock companies to advocate for the inclusion of more images featuring female farmers.
The Observation
Despite the equal participation of female farmers in farming, our perception tends to focus solely on males when it comes to the image of a farmer.
The Idea
We made a film to bring attention to the under-representation of female farmers and shed light on their works and experiences.
The Film
We showed some men working on the farms with farming equipment and right next to them, just the equipment operating by itself as if being handled by an invisible force.
