What will make a public platform feel safe for young Indian women?

Facebook was getting the most complaints about photo / profile misuse from women in India. This was getting frequently reported in local media too. Addressing this issue was a top priority for Facebook and they had developed a set of security features specifically to do this. Our brief was to help nail its packaging and marketing strategy for India.

We met women across life-stages, in North and South India to do this. And we made sure to meet them along with the ‘gatekeepers’ in their lives (e.g. their parents, brothers, spouses, etc.), to understand each of their perspectives and the dynamics between them.

Our conversations were a telling window into the state of ‘high alert’ Indian women live in – and of the emotional impact of this on their family. This realization was at the heart of perfecting Facebook’s security feature for India – from zeroing in on its advertising message, to feeding into the feature’s icons and content.

Image Credit:
www.in.undp.com (UNV-UNDP India)