In response to the alarming rise in atrocities against women and the recent Kolkata rape case, Club FM launched a groundbreaking campaign on Teachers Day aimed at fostering respect for women. Coordinating with schools across Kerala, Club FM executed a three-pronged initiative - on-air, on social media, and on the ground—to drive a critical message: teach boys to respect women and their freedoms.
The campaign featured teachers speaking out on radio, advocating a shift from advising girls on their behavior to educating boys on respect and equality. Teachers emphasized the importance of allowing women to express themselves freely—through their choices in attire, social media presence, and daily activities. This powerful message was not only broadcasted on-air but also visually represented across social media platforms.
In addition to the radio and social media components, Club FM organized 15 interactive sessions in mixed-gender senior secondary schools. These sessions facilitated direct conversations between teachers and students about respect and gender equality, reaching both boys and girls. Furthermore, radio modules were distributed to 60 schools with existing radio facilities, ensuring the campaign's message reached an extensive audience.
The initiative successfully engaged approximately 50,000 students directly and reached an estimated 5.4 million listeners, according to IRS 2019 Q4 results. The campaign represents Club FM’s commitment to innovative consumer engagement and its dedication to driving meaningful social change.
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