SAVE ASHA is an initiative taken by Radio Mantra & Vibes Communications to help ASHA (a virtual girl) who could have been saved to become victim of Female foeticide. Radio Mantra with the help of Vibes Communications as an Tech/Digital Partner tried to convey a message where a girl named ASHA is struggling to come in this beautiful world to and is appealing everyone to give her few hours of life by their one single vote. Vibes created a web platform in the form of Microsite which shows the statistics of the number of user have voted for Asha and how many days of life does Asha gets in the form of votes. One vote of one user gives Asha chance to live for 5 more days. Microsite is linked with Facebook where a campaign was on asking to save Asha. Vibes tried hard to promote on every group and pass the message to all the user, appealing them to save Asha and make her live with their valuable votes.

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ASHA..
AninitiativetowardsFemale
FeticideAwareness

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Index
• A b o u t F e m a l e F e t i c i d e
• A b o u t t h e C o n c e p t
• T h e i n t e g r a t e d
a p p ro a c h ( R a d i o &
D i g i t a l )
• D e t a i l e d S c e n a r i o
• Flow of concept
• UI
• F B B a n n e r s A c t i v a t i o n
• Website
• Social

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ABOUT FEMALE
FETICIDE

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About Female
Feticide
Women are murdered all over the world. But in
India a most brutal form of killing females takes
place regularly, even before they have the
opportunity to be born. Female feticide--the
selective abortion of female fetuses--is killing
upwards of one million females in India annually
with far-ranging and tragic consequences. In some
areas, the sex ratio of females to males has
dropped to less than 8000:1000. Females not only
face inequality in this culture, they are even denied
the right to be born. Why do so many families
selectively abort baby daughters?

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India
SAVE ASHA is an initiative taken by Radio Mantra
& Vibes Communications to help ASHA (a virtual
girl) who could have been saved to become victim
of Female
foeticide.
Radio Mantra with the help of Vibes
Communications as an Tech/Digital Partner tried to
convey a message where a girl named ASHA is
struggling to come in this beautiful world to and is
appealing everyone to give her few hours of life by
their one single vote.
About the concept

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The integrated approach(Radio)
Radio Mantra and Vibes
jointly discussed a
campaign for Female
Feticide
The campaign was
named after a virtual
character Asha
Radio Mantra took
incharge for Radio
activation
Vibes become the Digital
Activation partner
Lots of celebrities join
around Navratri last year
that Asha is based in
USA and wonderful girl to
work with over Radio
Channel FM Shows
Even RJs talked about
Asha

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Shock Value
Asha also came on the Radio
Mantra FM Channel one day
and conveyed that she is not
there in actual world!!
SHE was murdered before
birth!!

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The integrated approach(Digital)
Asha came and also
conveyed that to save her
life, users can cast votes
to save her life
Vibes made a microsite
www.radiomantra.in/asha
Facebook Activation
started for asking user’s
votes
Each vote casted give
Asha a life of 5 days
Users came in full swing
and casted vote for
Asha’s life
Radio Mantra & Vibes
made the campaign a
great success

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Vibes created a web platform in the form of
Microsite which shows the statistics of the number
of user have voted for Asha and how many days of
life does Asha gets in the form of votes.
One vote of one user gives Asha chance to live for
5 more days.
Microsite is linked with Facebook where a
campaign was on asking to save Asha.
Vibes tried hard to promote on every group and
pass the message to all the user, appealing them to
save Asha and make her live with their valuable
votes.
Detailed Scenario

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Flow of concept
User Login Facebook
Like the page of save
Asha and clicks on url of
microsite
User is redirected to
micro site
www.radiomantra.in/ash
a
User clicks on Vote now
button
Real time life updates on
microsite once user
votes

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User Interface- Microsite 1
www.radiomantra.com/as
ha

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User Interface-Microsite2

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Facebook Banners Activation
• Vibes have created many banners and creative on Web and Social level to promote
Save Asha Campaign.

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Letter of
Appeal by
Asha…

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A Successful Campaign
A successful campaign came to end
in October, but lots have to be done
in an actual way. Radio Mantra and
Vibes are not enough for such a huge
cause but even a drop constitutes an
OCEAN!!

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THANK YOU
W W W. V I B E S C O M . I N
Avaneendra Mishra-Director
& Business Head, Vibes
Communications
Nitin Chand, Brand Manager,
Radio Mantra
http://vibescom.in , +91
9650858881