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Boy meets girl. Boy dates girl. Love and sex fill the air. All captured in graphic detail on camera. Things go sour. They break-up. Boy is miffed. Shares pics online. Girl’s world comes crashing down.
Popularly called ‘Revenge Porn’ is what we’re referring to. And it is described as the act of sharing personal and intimate pictures or videos of partners/exes, out of spite and without consent on social and digital media. It used to be a rarity but is now so alarmingly frequent, that it affects 1 in 4 young Indian adults.
Love Matters – a global youth platform that addresses gender and relationships partnered with communications agency Ogilvy, to bring this hush topic to the fore. With a campaign titled #EndRevengePorn.
Vithika Yadav, Head – Love Matters India, said, “Almost half the world’s population is now online and billions of young people are using a variety of digital platforms. Sharing of private, sexual materials – photos, videos or texts is increasingly common as part of communication within relationships of young people worldwide. However, the responsibilities and risks associated with being online and sharing intimate material is not really talked about.
Parents tend to think of their children as victims but not as perpetrators when it comes to sharing intimate material online without the consent of their partner or person involved. The effects of being violated in a digital space are real. Young people all over the world report serious health effects – depression, anxiety, suicidal thoughts when their intimate pictures and videos are put online without their knowledge and they are subjected to shame, uninvited comments, criticism, ridicule and attack in digital spaces. This is revenge porn and it is an increasing concern. We have to be aware and we need to address this issue with young people, parents, teachers and schools not only in India but around the world.”
Burzin Mehta, Group Creative Director at Ogilvy, the agency that created the campaign concurred. “Almost everything we do today, leaves behind a digital footprint. And dating is no different. While love has taken on a new avatar, so has revenge.
Some say it’s reaching epidemic proportions which is why it was important to bring this issue into public conscience. Especially in India where data costs are among the lowest in the world and audio/video clips of rape are bought and sold.
The clip that’s at the heart of the campaign is created to help not only spread awareness about the issue but help millions of Indians understand what revenge porn is. Hopefully, it’ll spark more open and honest dialogues between parents and children. And help to create laws that let perpetrators know they can’t get away with what can only be defined as online violence.”
The campaign which had twitter abuzz, has been seeded on digital streaming platforms as well as websites known for the proliferation of such content.
