Team Members: Ashima Garg, Saikat Dasgupta, Tanvi Pradhan Position: National finalist Competition Name: SOS- IT Competition Institution: IIM Shillong

1. RAASTA
Submitted by:
Ashima Garg
Tanvi Pradhan
Saikat Dasgupta

2. Cause to empower DOMESTIC VIOLENCE
• 31% of married women from Tripura, 20% from Bihar, 19% from Assam and 15%
from Uttarakhand have reported injuries as a result of physical violence.
• 10% have suffered ‘severe domestic violence’, such as burning or attack with a
weapon.
• Indian woman is most unsafe in her marital home with 43.6% of all crimes
against women being "cruelty" inflicted by her husband and relatives.
• Women in Urban India face a higher risk of domestic violence according to a
study by Population and Development Review
These facts fail to depict even half of this grave reality which haunts 70% of Indian
households, and still goes unreported. Being an under-emphasized cause, we need a
system which provides help, just a click away.
Solution : “RAASTA”

3. RAASTA
• “RAASTA” to help:
RAASTA will provide help to people facing any form of domestic and family violence; physical,
emotional or sexual. It will also act as a valuable resource for those worried that a friend or
family member may be experiencing the issue.
• How will “RAASTA” work for you?
The app contains useful and potentially life-saving information including
 emergency contacts of local NGO’s, hospitals, lawyers & counsellors and police helpline
numbers
 Information on laws & regulations regarding domestic violence
 S.O.S service with location synchronization using Google Maps, which sends messages to
trusted friends and family members, specified by the user, immediately
• Safety is of primary importance:
The information shared on the application will be kept anonymous. RAASTA will enable women
to use it discreetly and seek assistance without risk of “tipping off” a perpetrator and
endangering themselves.
• Impact:
The data will be collated on anonymous basis(respecting privacy of the user) to create a database
reflecting more precise statistics of the crime scenario. The database will be shared with the
government on monthly basis. Since, crimes of this nature go unreported many a times, this will
give them the government an insight to address the issue accordingly.

4. RAASTA
• Free Android Application
• Funding:
Sponsorship opportunities through
mutually beneficial tie-ups
• Campaign Objective:
Raise awareness about ‘Raasta’
fighting domestic violence, and
create a buzz about the
underemphasized issue to increase
the app downloads
 The free app will be promoted by
making mutually beneficial
relationships with sponsors and
tying up with partners, who will be
instrumental in gaining media
exposure and matching budgetary
requirements

5. Potential sponsorships and tie-ups
Government
We get: better accessibility and wider promotional
reach
They get: Data on domestic violence cases to help
Print & Digital Media(Option 1: Times of India)
We get: Access to their reader-base in print, followers
on social media platforms(Facebook:6.5 Million,
Twitter:2.3 Million) and reach through Alive
App(Alerts)
They get: Positive association creating goodwill among
reader-base
Print & Digital Media(Option 2: The Hindu)
We get: Credibility and access to reader-base in print
and followers on social media platforms(Facebook: 3.3
Million, Twitter:832K)
They get: Positive association creating goodwill among
reader-base
OOH(FutureGroup/ Reliance)
We get: Wide exposure to both Tier-I,II cities for
awareness campaigns through OOH
They get: Positive PR opportunities & higher
engagement inside store premises
Pre-launch event Activation(Bike Rallies with Royal Enfield/ Harley Davidson)
We get: Brand association with characters and elements
associated with their brand like bravery & strength and
media buzz
They get: Positive product placement, good PR
opportunities, and cause marketing avenue.

6. Timeline
Week 1: Bike Rally in Mumbai
Week 2: Bike Rally in Delhi
Week 3: Bike Rally in Guwahati
Week 4: Bike Rally in Bangalore
Launch Event
Digital Activation
One week PR Coverage through print association
Week 5: Video Campaign: Website
Week 5,6,7: Social Media Engagement
Week 6: On Ground: Street Plays & PR coverage
Week 6,7,8: Audience engagement through
crowd-sourced media
Display of the statistics collected
Out-Of-House(OOH)

7. “Show them Raasta” Campaign Plan
 Digital Activation:
 Website development
 Alerts through affiliated Apps
 Launch announcement through social media platforms of sponsors, and tie-ups
 Launch Event:
 High tea party in JW Mariott, Mumbai
 Aimed at acknowledging the contribution of sponsors and partners
 Invitees: Sponsors, Tie-ups, social activists, journalists, major relevant NGO’s
 Announcement of Bike rallies and their schedules
 PR coverage
Story angle 1: Raasta brings Domestic violence, an under-emphasized issue into the forefront
Story angle 2: Bikers join hands in support of the victims of domestic violence to show them ‘Raasta’
 Bike Rallies
 Around the country, Mumbai, Delhi, Guwahati & Bangalore to raise awareness by creating a buzz
 Transit media promotions through showcasing Raasta logo

8.  Video Campaign:
 60 Second animation videos highlighting the gravity of domestic abuse
 Virality will be generated by visibility & support from the sponsor’s digital properties
 Social Media Engagement:
 Create conversations on Twitter & Facebook with the hashtag #ShowThemRaasta
 Trend on pre-decided times from collaborative efforts of all tie-ups by using Thundercloud
 On Ground: Street Plays & PR coverage:
 Street plays would be organized in collaboration with college events
 Positive media coverage will be generated and ‘Raasta’ will be showcased as the provider of help
 Aimed at garnering visibility in front of age group 18-25, the largest share of smartphone user-base
 Audience engagement through crowd-sourced media:
 Through social media engagement, people will be encouraged to share excerpts of their experiences, &
speak of the cause through images, videos, and blogs etc. Selected media will be showcased on our
website.
 Also, reviews from social activists and app reviewers will be shared

9.  Display of the statistics collected:
 In 8 weeks, significant amount of data will be collected which will be shared exclusively with the
media, the sponsors and the government
 Significant amount of impressions through PR will be created to see an impact of ‘Raasta’
 Out-Of-House(OOH):
 Banner hoardings in Metro stations, local train station & bus stops to reach maximum people
 Creative 3D banner Ads depicting a story, in affiliated supermarkets
 Aimed to generate curiosity and seek attention to cause and hence the app
 Visibility of the app is our prime objective
Picture:
A visual of a creative for OOH with
a QR code for instant download

10. References- Round I
o http://www.livemint.com/Opinion/pRpN1KyyEpPUYxTFb7C8MJ/Violence-against-married-
women-in-Indiacan-the-data-tell-us.html
o http://www.academia.edu/5143265/Domestic_Crimes_Against_Women_Statistical_Analy
sis_of_Trends_Across_India
o http://in.reuters.com/article/2009/06/08/idINIndia-40149420090608
o http://blogs.reuters.com/india/2014/03/27/accomplished-women-in-india-face-higher-risk-of-
domestic-violence-study/
o http://en.wikipedia.org/wiki/Domestic_violence_in_India

11. References- Round II
• http://www.nielsen.com/in/en/nielsen-pressroom/2012/smartphone-incidence.html
• http://www.globalgiving.org/projects/shelter-for-women-in-difficult-circumstances/
• http://www.ijph.in/article.asp?issn=0019-
557X;year=2014;volume=58;issue=2;spage=75;epage=77;aulast=Mallik
• http://www.ijcm.org.in/article.asp?issn=0970-
0218;year=2014;volume=39;issue=1;spage=21;epage=25;aulast=Mishra
• http://www.academia.edu/5143265/Domestic_Crimes_Against_Women_Statistical_Analysis
_of_Trends_Across_India
• http://blogs.reuters.com/india/2014/03/27/accomplished-women-in-india-face-higher-risk-
of-domestic-violence-study/