Date:07/03/2007 URL: http://www.thehindu.com/2007/03/07/stories/2007030720091600.htm

National

Media awards for gender sensitivity

Staff Reporter

Journalists in print and electronic media and ad makers felicitated

MUMBAI: Greater and more sensitive role of the media in gender issues was emphasised at the "Laadli" Media Awards for Gender Sensitivity, instituted by Population First. This is the first year of the award and journalists in print and electronic media and ad makers were felicitated for their contribution to gender issues.

Keshub Mahindra, Chairman of the Board of Trustees of Population First, presented the award to Kalpana Sharma, Mumbai Chief of Bureau of The Hindu , for her writings that were "prolific and committed in analysing social, economic, and political developments from the gender perspective." The Week, Shyamlal Yadav of India Today (Hindi) and Atul Kulkarni of Dainik Lokmat were presented the award for features. Mamta Kandpal of Zee News, CNN-IBN and Priya Jadhav of Doordarshan Sahyadri were given the award for in-depth coverage of crime and pre-birth selection.

For advertising, Saatchi and Saatchi won the award for Tetley Tea "Couple in the train," Ogilvy and Mather for Ponds "Excuses" and Leo Burnett for HDFC Standard Life insurance "Papa" for breaking the stereotype, highlighting domestic violence and promoting daughter's education respectively. A special award was given to Lowe for its advertisement on condom, "Bindaas Bol" as it addressed issues of birth control and safe sex.

The jury members included filmmaker Govind Nihalani, Sai Paranjpe, Chief Editor of Marathi newspaper, Kumar Ketkar, Actor Kirron Kher, Ena Singh of the United Nation's Population Fund (UNFPA), writer Shobha De and singer Sunita Rao.

Bobby Sista, Chairman of Population First and advertising veteran announced Kirron Kher as the goodwill ambassador for Population First. Model and actor Lara Dutta, who is the goodwill ambassador of UNFPA, was also present.

Dr. A.L. Sharada, programme director of Population First, said: "The theme of the awards is identified as "the other side" depicted by the contrast of white and black. Through the awards we want to bring the other side within the mainstream media which is slowly working on bringing about change."

Theatre personality Dolly Thakore compered the show. Sunita Rao sang a song composed for "Laadli" and two short films about media coverage of gender issues and practice of sex determination of foetuses were screened.