utters letters of courage in latest campaign

Under its latest campaign #HerCourageLessons, – a school listing and reviewing start-up, has released 26 Letters of Courage. The campaign has been conceptualised and executed by Isobar India, the digital agency from Dentsu Aegis Network India.

The 26 Letters are the 26 letters of the English language, with a courageous twist. From A to Z, every Letter talks of one quality or one aspect, which parents can imbibe in their daughter to build courage in her from an early age.

The Letters are available in the form of a deck of cards. One can give a missed call on 95121 04443 to get the cards on WhatsApp, and they can also be downloaded from the campaign website The deck of 26 cards will also be sent to parents of young daughters through direct mail.

Every Letter of Courage card is a beautiful visual of a courageous little girl, and depicts how certain actions, activities or words have a profound impact on her childhood. Look closely and you can imagine a story behind every card. The cards have been designed to grab the attention of little girls too. Every card also has a courage statement for the parents, which they can use while communicating with their daughters.

Sharing his thoughts on the Letters of Courage, Lalit Mehra, Co-Founder and Managing Partner of said, “While our films grabbed people’s attention and made parents realise the issue of fear parenting, we did not want to stop there. We wanted a way to actually help people take a step towards transforming their parenting skills. Every card has one word with one easy-to-say yet powerful statement – a simple way for parents to become courage trainers for their daughters.”

Prof. Dr. Aruna Broota, renowned psychologist and parenting expert, shared her views on the Letters of Courage, “These Letters will keep the parents very focused and they can pinpoint that, okay here is where I need to change, here is that I need to share a new input.”

Commenting on the campaign, Vibhor Yadav, Creative Director, Isobar India states, “After seeing #HerCourageLessons, every parent will go back on every word they said to their daughter in the day. We are asking the parents to put courage over fear and offering them a new vocabulary of courage. The 26 Letters of Courage comprises beautifully designed visuals that narrate fearless tales in a very artistic yet simple manner, to help parents raise their girls with courage. The entire campaign intends to bring a behavioural change, one letter at a time, and one generation at a time.”

#HerCourageLessons was launched with a series of 3 films on International Women’s Day, March 8, 2019. Taking influence from popular children’s rhymes, each film throws light on a prevalent fear that parents unintentionally pass on to their daughters. Every film ends with a call-to-action, urging viewers to start courage lessons for their daughters.

In addition, has specially created an Amazon Alexa skill that would allow parents to check whether they are fear training or courage training their daughters. One has to simply add the skill ‘Her Courage Lessons’ on the Amazon Alexa app and invoke it by saying “Alexa, open her courage lessons”/ “Alexa, start her courage lessons”/ “Alexa, launch her courage lessons”. Further touchpoints are also being planned to spread the word about the campaign.


Campaign Credits

National Creative Director: Anish Varghese

Lead Innovation – Creative & Tech: Anadi Sah

Creative Director: Vibhor Yadav

Group Head – Copy: Kritica Pareek

Creative Supervisor: Viral Pandey

Senior Copywriter: Esha Tiwari

Copywriter: Mridu

Designer: Nehal Khosla

Junior Designer: Ratna Mishra

Head of Films: Taj Ali Naqvi

Executive Producer: Sebastian Francis

Senior Editor: Parwej Alam

Senior Director – Media (Mobile): Priyanka Shah

Media Manager: Swati Viswanathan

Senior Executive – Caesar Creado

Director – Performance: Ashish Kumar

Assistant Manager – SEO: Avaneesh Kumar

Senior Director – Data & Analytics: Aditya Kaul

Senior Director – Media: Prachi Karan

Senior Technology Manager: Mohammedullah Shaikh

Team Lead: Anup Dimri

Senior Software Engineer: Aditya Gupta

UI Developer: Prince Kumar

Senior Manager – Client Servicing: Megha Gupta

Management Trainee – Client Servicing: Ragvinder Singh

Production House: Films Rajendraa

Director: Sandeep Yadav

Producers: Neeraj Suji, Parvinder Kaur


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