Powerless queen case study

Awareness Campaign on Women's Issues in India

Abstract

This case study aims to analyze the campaign entitled Powerless Queen, created in 2018, which discusses raising awareness about women's issues in India. A survey conducted by the Thomson Reuters Foundation, with the participation of 550 experts on women's issues, asked which of the 193 United Nations countries were the most dangerous for women; India was voted the worst and was also the worst in terms of health care, economic resources, cultural or traditional practices, sexual violence and abuse, non-sexual violence and human trafficking. In this context, the idea was to raise awareness of the desolate scenario that millions of Indian women live in every day, and to seek some way to contribute to Nanhi Kali, an NGO that has focused on the education of underprivileged girls since 1996. The campaign was launched with a video presented by India's second best chess player, Grandmaster Tania Sachdev, who challenged people to play on the website and app and try to beat her in the game with a powerless queen. The “Powerless Queen” campaign was created for the non-profit organization Nanhi Kali, to promote the project that aims to educate underprivileged girls in India. Nanhi Kali (meaning “little bud”) was created in 1996 by Anand Mahindra, Chairman of the Mahindra Group.