Destigma-vertising: The Efficacy of Employing Homophily in Transformative Advertising

As we observe the 16 Days of Activism on Ending Violence Against Women and Girls(VAWG), it is crucial to highlight the pervasive issue of acid assaults in India, where over 1,000 cases are reported annually. This form of gender-based violence not only inflicts severe physical harm but also leaves lasting psychological scars on survivors, perpetuating a cycle of stigma and marginalization. The societal impact of acid assaults is profound, as victims often face limited opportunities and are subjected to stereotyping due to forced deviations from beauty standards. This not only diminishes their self-esteem but also reinforces the cultural norms that allow such violence to persist.

Our research reveals that advertising can play a pivotal role in transforming these harmful cultural narratives. It emphasizes how advertising campaigns and influencers can help de-legitimise acid assaults and reduce the stigmatisation of survivors. Through using homophily (when people identify their own similarity to others), advertising campaigns can create a sense of shared experience and solidarity, encouraging people to engage in meaningful dialogue about the issue. Through developing collective action and awareness in this way, the societal structures that enable this violence can be dismantled, and we can create a future where acid assaults are no longer tolerated and every woman can live free from fear and violence.

Author
Shanjita Shawrin