Public Service Campaign on Gender

1984, Everest Saatchi and Saatchi

South Asia discriminates against girls and in the 80s when tests like amniocentesis were able to detect the sex of the fetus, there were massĀ abortions of girl children. The government banned doctors from revealing the sex of the unborn child but attitudes needed correction and this campaign was run in the public interest. Things have changed in the intervening decades, but not enough.Ā