While homosexuals cheer over Delhi High Court’s hallmark ruling there are other issue that are left in limbo. But NGO Population First still believes in urging the government to pass a law that would penalise individuals misusing pre-natal diagnostic techniques. The ‘Laadli 1 Million Signature Campaign’ is designed by Spatial Access Communications which aims eliminating female foeticide with a new age tool – the Internet. The ongoing signature campaign would be forwarded to the government insisting enforcement of the The Pre-Natal Diagnostic Techniques (Regulation and Prevention of Misuse) Act, 1994, which prevents misuse of pre-natal diagnostic techniques.

So where does Laadli fit in?
It’s a girl child campaign initiated by Population First which fights against sex selection and falling sex ratio. The NGO conducts varied campaigns and programs under the Laadli banner. But the ‘Laadli 1 Million Signature Campaign’ is the first of its kind by Population First.

The 360 degree campaign will incorporate social media initiatives backed by an SMS campaign. You have a look at the TVC right here…

Well, I remember executing an award winning campaign for Laadli with my design partner Prasanna Devadiga in my good-old days at Grey Worldwide. Take at a look at the banner campaign that won us a bronze at Goafest 2007 …

The views for the YouTube video are low considering the campaign was launched last month. Plus signature campaigns seem passé in a world where Web 2.0 engages users in nonsensical virals, undying Facebook games and miro-blogging through Twitter which literally translates as a magnanimous chatbot. After Jaagore.com making a rage in the online industry there have been many brands trying to ape the same. Idea Cellular’s ByThePeople.in urged users to embrace “participative decision making” through the microsite.

But the Laadli 1 Million Signature Campaign surely fights for a righteous cause and has my complete support. But I would really like to see how it ends.