#LockdownMeinLockUp

Background & Challenge - During India’s COVID-19 lockdown, countless women were trapped 24/7 with their abusers. Domestic violence cases spiked dramatically, and NGOs like SNEHA (Society for Nutrition, Education & Health Action) struggled to meet the rising demand for counselling and legal support. To continue its 20-year fight against domestic violence, SNEHA urgently needed funds .

• Marketing Objective: Raise funds through a crowdfunding campaign on GiveIndia to strengthen SNEHA’s resources.
• Communication Objective: Break the silence around domestic violence during lockdown, create urgency, and mobilize social media users to lend their voices and drive donations.

Insight - The pandemic and domestic violence together had entrapped women in their own homes — it felt like a death sentence.

Idea - We created #LockdownMeinLockup, a campaign highlighting the distressing irony of women being “locked down” with their abusers. The device: people adopted the names of survivors (with identities changed), posted photos with these names, and became their voice online. This symbolic act turned silent suffering into a public movement .

Implementation - We launched on 11th May 2020 with 9 influencers who offered pro-bono support. Their posts carried a consistent message: “I am her voice today,” calling for donations and tagging others to join in. The campaign spread organically, with participation from women and men across communities, amplified by numerous celebrities, influencers and others who joined in and organic PR.

Results -

• Reach: 70 million+ across Instagram, Facebook, Twitter, and PR.
• Engagement: 340,000+.
• Posts: 1,850+ within 14 days.
• Global Impact: Spread to 14+ countries.
• Community Growth: SNEHA’s Instagram grew 11x (from 783 to 9,399 followers).
• Fundraising: Target of ₹10 lakh achieved in 8 days; extended to ₹15 lakh, achieved in 14 days with 659 donors.
• Impact on Ground: Calls to SNEHA’s helpline rose 67%, showing the campaign directly encouraged survivors to seek help.

With zero media spend and pro-bono influencer support, #LockdownMeinLockup turned into a movement — raising critical funds, amplifying awareness globally, and most importantly, giving survivors of domestic violence a voice during one of the most silencing moments of their lives.