Overview of this campaign

"Patriarchy’s Silent Hand" stems from the intersection of gender and health. Data from the National Organ and Tissue Transplant Organisation revealed that four out of five organ donors in India between 1995 and 2021 were women, and four out of five people who received the organs were men. Through this project, we aimed to uncover this skewed gender ratio in organ donation with a visual narrative. This sought to create an interactive experience that not only informs but also engages the reader in the story.

To give a comprehensive understanding of the issue, we used case studies from different age-groups, different income-groups, and different geographies. We also embedded personal video testimonies, which allowed us to humanise the issue. When combined with data from multiple sources and insights from experts, the story takes a deep-dive into various social, biological, as well as psychological factors resulting in this disproportion.

Results for this campaign

"Patriarchy’s Silent Hand" was successful in highlighting this lesser-known issue. It garnered wide acclamation, not just for highlighting a hidden anomaly but also for the approach with which it was presented.

The visual story was shared widely among the medical community and it successfully managed to bring a spotlight on this gender aspect of organ donation. When posted on our social media channels, it expectedly received widespread engagement. Overall, "Patriarchy’s Silent Hand" was one of our most successful projects. As per our analytics data, it has received over 10,000 clicks since its publication in September 2024. Because this issue is unlikely to fade away anytime soon, the story continues to bring engagement on our website and spark conversation among our audience.

Contact

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