Pink Ladoo Project
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Pink Ladoo Project Details
The Pink Ladoo Project is a global non-profit campaign which launched on October 11 2015 (International Day of the Girl Child). The campaign aims to inspire South Asian families to abandon the tradition of only celebrating the birth of boys and to raise the value of girls by celebrating the births of boys and girls equally. Families are being encouraged to celebrate the births of their daughters by distributing Pink Ladoo (Indian Sweets) within the community. The Pink Ladoo serves as a conversational tool, opening dialogue on the problems emanating from male preference culture and encouraging the South Asian community to engage in the subject of gender-equality. So far, the campaign has created awareness about the need for both individual and collective engagement when elevating the status of women. It is not just a Pink Ladoo, but the symbol of a wider protest against South Asian gender-biased social norms. The overwhelmingly positive response to the launch of the campaign from both the community and the press has led to the formation of several Chapters of the campaign overseas, including Canada and Australia. Local ambassadors launched the campaign in major cities across these countries in 2016. The campaign has been featured in various publications on TV, online and in print including, CBC News (Canada), Global News (Canada), the Guardian, Stylist magazine, Vice magazine, The Metro, India Today and The Lawyer.
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