The India Chapter of International Advertising Association (IAA) launched a gender sensitisation drive to help check violence on women. Srinivasan K Swamy, president of the India chapter of IAA, said the drive seeks to fundamentally change the deep-routed bias against women. In the first initiative, the drive will hold a series of seminar across India, to sensitise content writers in film and TV industry, story writers (in print media) and advertising, to guard against typifying women and on other gender nuances, besides, creating a focused awareness about projecting a woman in the right way across media.

The second initiative will be a national advertising campaign that will use the creative resources of communication industries and the power of media linkages to use creative communications to change the behavioral pattern that would benefit women.