• Every daughter deserves love and respect.

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  • Yet every year fewer and fewer girls in India receive the love and respect they deserve despite many laws designed to protect them and billions of dollars in programs to empower them...

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  • We are leading a global pledge campaign to show broad societal support to love and respect all daughters. You can add your voice by clicking 'here' link above

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  • We are engaging men and women in discussions to offer positive alternatives to misconceptions about gender equality in order to foster love and respect for all women and girls in India

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  • We are working to reinforce boys' natural love and respect for their mothers and sisters in order to help prevent them from continuing the violence, exploitation, and discrimination when they grow up

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The situation

For over 50 years, the ratio of girls to boys in India has steadily declined.  It is well known that this is due primarily to female feticide, infanticide, and neglect of girls.  Though impossible to say why precisely anyone would choose to commit such crimes, we believe empowerment programs, law enforcement, and awareness activities, though necessary, are insufficient to stop them.

Our assesment

Usually, people who are confronted about their crimes become dismissive, defensive, or even combative. Historical messaging intended to influence them has not worked, likely because people who need to change believe they are in the majority. We know they are not yet no amount of lecturing, coercion, or display of graphic imagery and data will change their thinking.

Our strategy

We believe people can be inspired to change, when they see for themselves another way.  We focus on positive stories and information to inspire people who need to change to do so, on their own.  When a person takes a decision on their own, the decision is more likely to be sincere and enduring when taken of their own volition and without the need to publicly admit a prior error.