Archive for the ‘social media’ Category



The campaign “ICHCHA-a desire to live” is being conceptualised to deal with the social issue of female foeticides on behalf of Save Girl Child Organisation for a period of 4 months from June 2010-September.

The campaign will deal with the issue of practical implementation of monetary incentives scheme for women and initiate an online petition, generate more website traffic and engage people in order to bring momentum to the cause. The main creative strategies would be to launch a viral video, start social media web pages where group activities will take place, a blog for the press and an online publication will be launched during the last month of the campaign where members can contribute write-ups.

The major concerns that have called for a need to initiate this online campaign are:

  • Lack of visibility of the main website; thus, lesser reach
  • Less scope for audience interactivity and involvement with the issue
  • Practical implement of the monetary incentives scheme has not yet been achieved

The rationale:

Shocking statistics have been released time and again to highlight the gravity of the evil and a lot has been written about it. Weaving around the issue of female foeticides, the purpose of this campaign is to not only create awareness and inform people but also stimulate thought processes and generate discussions. The reason why we have chosen a viral social media campaign is to sensitise people about how serious the problem is and what consequences will it generate for the posterity. The campaign will aim to resolve the issues of the organisation. One of the main visions of the organisation is “practical implementation of the monetary incentives be given to women who give birth to girls and not just in theory”. Unfortunately, it hasn’t been achieved till now. Thus, it gives us a solid reason to bring the organisation into a cyber world which has the ability to unite people for such endeavours.

Other issues that substantiate the launch of an online campaign are that the website lacks prominence as compared to its competitors. Scope for interactivity with the target audience is negligible. It contains a lot of relevant information about women related causes and social stigmas but doesn’t clearly state their plan of action or strategy to mobilise the causes.

Since a social cause always seeks public attention, it becomes vital to engage people in discussions, debates, groups, clubs etc. through this campaign, we aim to open more outsourcing channels for the organisation which would give people the right and inclination to make decisions, participate keenly in social media activities and take the cause further. Through social media platforms and an interactive website, it will not spread awareness but also help in a building a community of supporters who would inspire others to join in.

The campaign:

The objectives of the campaign will be:

  • Engage 500,000 people in a Facebook, Orkut and Flickr group within 4 months
  • Sign a petition for practical implementation of monetary incentives to women who give birth to girl(s).
  • Spread awareness against the evil of female foeticides
  • Start an online publication run by the members of the group
  • Generate website traffic through social media platforms

Target audience:

  • College and university students, working men and women, media (primary)
  • Doctors and medical students (secondary)

Creative Strategy

  • As discussed earlier, the campaign commences with the launch of a viral video about the female foeticides. The video will be available on YouTube and the link to the video shall be provided on Facebook, Orkut, Flickr and
  • Proud to be a gal to be placed as status update on Facebook and Orkut pages for a month by members. This would be a fun activity which would also generate curiosity among other Facebook users. 
  • 1st July is celebrated as Daughter’s Day in India. To make into a daughter’s month, a picture sharing pool on Flickr.
  • Slogan writing contest for the campaign would begin to compliment the picture sharing pool.  The slogans will be voted by the members and the best slogan will become the slogan of the month!
  • The Online publication will be launched as the last activity in order to keep the members involved in the cause.
  • Signing the petition:  The main motive of signing the petition would be the practical implementation of monetary incentives to be given to women at the birth of a girl child and not just in theory.




Delhi, India: Save a girl child has launched its new viral campaign “ICHCHA – A DESIRE TO LIVE” to fight against the crime of female foeticides in India. The declining sex-ratio problem is assuming grave proportions in India which has prompted quick action from the organisation.

ICHCHA which means ‘wish’ is a reminder of the agonising souls who cry for mercy and beg for their right to live.

The campaign launches with of a 30 second video using a doll as a metaphor to show the merciless killing of the innocent girl child. It is sure to catch some eye balls

“Our main aim is to reach an audience of 500,000 and encourage them to sign a petition for provision of monetary benefits to women who produce girls in practice and not just bury on paper. Together they have the power to bring about a huge difference to causes which concern the entire country. Therefore, we thought this is the right time to be a part of the social media brigade to stimulate some consciences.” said Dr Bernard Malik, Founder and Director of Save a girl child organisation.

To celebrate daughter’s month in July, the campaign also aims to connect people emotionally to the cause through other interesting online activities on popular social media platforms which will be launched sequentially.

The widespread prevalence of female foeticide in India is a shameful outcome of the social mores of India, which are badly skewed against girl-children. This 4 month campaign is yet another hope for the suffering girls.


Boiler’s Plate:

  • The 2001 Census conducted by Government of India, showed a sharp decline in the child sex ratio in 80% districts of India.
  • Systematic gender discrimination in India is reported to have claimed up to a whopping 50 million female lives.
  • The current female sex ratio for the age group of 0-6 years per 1000 boys in some of the most affluent states of India is: Punjab has 798, Haryana 819, Delhi(U.T.) 868, Gujarat 883
  • Steep rise in crime against women and dowry deaths has further contributed to the low sex ratio.
  • A survey by Action India of women in Delhi revealed that even the highly educated women have resorted to as many as eight abortions to ensure that they only give birth to a son.

About the organisation: At, we show you the world from the eyes of a girl child, bright but unprivileged, twinkle in the eye, but remorse in the spirit; the Indian girl child, a picture of dismay.
Save Girl Child is a social endeavour under the auspices of The Organization for Eradication of Illiteracy and Poverty

Join our group on facebook and help us fight the cause.

Dr. Vishal Malik, Founder and Director
Phone: 02013546786

Manpreet Deol
Country Director
Phone: 02087483638

Social media – a peep into the future

Practising Social Media PR for a profitable business-measuring its pros and cons

London, U.K. – TweetFace; a popular social networking website announced its launch of a new webcast “PR and Social media” to underline the benefits that social media can have for business organisations. An official press conference held today at 2:00 pm in Threemasons Hall, Holborn was attended by 50 journalists and PR practitioners from different sectors. 

Hi TweetFace!

Tweetface for the first time has taken the initiative to reinforce the fact that the social media platform can be a boon for business entities if its complete potential is realised. 

Diksha Sethi, Digital PR executive of TweetFace and the creator of this webcast said “It is important to learn new ways to communicate to the audience in a digital environment. I look at it as a possibility of connecting with your audience at a more personal level which has been driven by social change.” 

The webcast highlights some key benefits of social media for any business organisation; local or international. 

1) Social media is cost effective and offers unlimited space, unlike the traditional newspapers, radio and television. 

2) It is easy to recognise the potential market and segregate your niche which further helps in customising the message accordingly. 

3) Social media gives the audiences an equal chance to voice their opinion and help organisations deliver exactly what is in demand. Thus; saving their time, energy and resources. 

4) New Public Relations strategies like viral campaigns, webcasts, blogs etc have the capacity to change public opinion towards an organisation or a brand from negative to neutral and from neutral to positive. 

5) Increasing Revenue On Investment is the most important goal social media helps to achieve for organisations. 

Matthew Holland, Head of digital PR department of TweetFace further hinted at the importance of being fair and honest in using this medium which is still under the experiment stage. “The nature of the medium is more volatile than television or radio. Because its reach is far and wide, the message looses it control once it has been disseminated. Therefore, it is extremely important to be honest in delivering your message to your audience. Else, the outcome can be ravaging for the brand’s reputation.” 

Social Media has brought about a paradigm shift in the PR practices directed towards various sectors of business where the consumer forms the focus. Apart from being a visual treat, this webcast shall touch upon some key approaches to communicating in an evolving digital world.
The webcast is available and downloadable from TweetFace and YouTube. 



Boiler’s Plate: 

TweetFace was founded by Danny Berg in 2003, initially as an exclusive network for Harvard students. It was a huge hit in 2 weeks. 

TweetFace is the world’s 2nd largest social network, with over 400 million users. 

TweetFace added 70 million unique user from 2009-2010. 

Till january 2010, TweetFace had 124 million users just from the U.K.



Danny Berg:CEO and Founder TweetFace
Office: 1602 S, White Avenue
London, U.K. 

Contact Person:
Ms.Diksha Sethi Sharma
Executive communication manager
Phone: 0203467654 (ext-123)
mobile: 07898226050

Follow us:!/sethi.diksha


The endangered future of newspapers

Is social media a threat to newspapers?

It has been 4 years when I last made my diary entry. And within that time, almost everything has moved from a tactile to virtual form. Even personal diaries have moved to virtual spaces on “blogs”. The other day, in Matts class, we were having a discussion if newspapers would eventually become extinct entities and would rather be found in museums for our prodigys to admire. We are living in a “touch and go” global environment where everything, from the way we eat, sleep, shop, communicate, make friends or build relationships – everything has undergone a transformation online.    Philosophers, poets, academicians and theorists quote in their own way, that – Old ideas, thoughts and structures become redundant one day and must make way for the fresh one’s. That is the cycle of life. But does that mean, newspapers would actually disappear? We would rather be carrying an i-pad or a palm-sized laptop on our way to offices?! Just because newspapers deliver news which is already being twittered 12 hours before, on every website or bloggers’ space? I have my qualms. Maybe it is the question of credibility and authenticity which bothers an avid reader who would rather enjoy skimming through the newspaper with a cup of coffee than concentrating his eyes on web pages.     Some examples occured my mind while I’m still pondering over the future of newspapers and the growing dominance of online media. Why do people still ride bicycles when they can zoom in their cars and reach anywhere within no time?! like I would still prefer to go to a fashion store to take a look around what’s in and latest and buy it myself rather than shop from a virtual window! Why do people still post greeting cards on special occassions when an e-card is just a click away?! why do we prefer meeting a friend over a weekend and not talk through skype?   Maybe some things are just there to stay – be it out of loyalty, habit, warmth or sheer comfort! I guess, We all have basic needs which the virtual world still cannot fulfill. There is still, a long way to go…………….!


Social Media Webcast

Public relations and Social Media – webcast by Diksha Sethi:

After taking the new media and PR module, I realised how the nature of communication has undergone a drastic change within a span of 4 years! While in some parts of the world, the best way to communicate for people is stil the E-mail or maybe the telephone, for some others, tweeting updates through social networking websites has become an addiction.
Making this webcast was a struggle initially, but now that I can see the finished results and finally about to upload my video, it gives me a sense or relief that i’ve finally done it! This webcast is an attempt to understand the flavour of social media in our day to day communication alongwith the buiness context. Social media is still a cause of apprehension for many entrepreaneurs because they havent realised the power of social media and how it can give an image makeover to brands. (either new or established). Not only the image and reputation, it also has brought a paradigm shift in the fundamentals of doing business! Rather than spending millions on a expensive PR campaign, smaller, more personalised and interest-driven attempts are being made to gain the audience’s attention, support and loyalty. The tables have turned; pushy sales has taken a back seat and building customer relationships has become centric.  
Despite all of us being so diverse in our cultures, traditions and mannerisms, yet the medium has picked up on our basic needs to share, talk, express our emotions and stay in touch. Ofcourse it cannot substitute for a physical exchange of ideas, yet it has become an inevitable part of our busy lives. Social networking websites hae been customised according to our cultural backgoundsand do allow us to personalise content! at the same time, it facilitate formation of comunities, fan clubs and groups with those who have some commonalities with us. This phenomenon helps businesses to identify their niche and target their message to the right audiences!
If there are positives of using social media for a business activity, it has some of the dangers too. If on one hand social media is fast,accessible, cheap and has a massive reach. on theother hand, one mistake can be lethal for the reputation of the brand and the company. For eg: the dominos gross video spread like wild fire and had millions of hits on outube overnight! It gives less time for comntemplating in a crisis and demands prompt action. otherwise, things can be blow out of proportion. A careless use of the medium can get the world attacking you in no time. Another danger is the lack of control over the user generated conten being disseminated through blogs, videos, picture sharing or social networking websites. Too much transparency could spin the tide.
well, its time for me to wrap up and get ready for the london fashion week. hope you enjoy the my little endeavour 🙂
Diksha 🙂
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