Chayn India’s innovative campaign to counsel teens through snapchat wins two awards at India’s prestigious Kyoorious awards

Yesterday, SnapCounsellors — the world’s first teen counselling helpline on Snapchat, our viral campaign alongside tbwa/india and LoveDoctor won two awards at the Kyoorius Creative Awards in India. The awards in association with D&AD recognise, honour and award the most outstanding creative work in the Indian visual communications sphere.

SnapCounsellors won the “Use of Social Media” and “Direct Digital Response” Elephant awards. A specialist jury was selected together with D&AD, consisting of the top creatives from across the world — to judge all submitted entries according to the Kyoorius & D&AD awards criteria.

Our campaign gives teens in India a simple and discreet platform to report relationship abuse, powered by LoveDoctor’s counsellors and Chayn India’s Campus Abuse Guide. Almost every Indian teen has a smart phone and Snapchat is one of the fastest growing apps. Chats get deleted in 10 seconds, giving the survivors privacy from snooping boyfriends and parents. With the ‘Story’ feature, we can broadcast inspiring messages and useful info daily. Since the launch of the campaign, we’ve helped hundreds of young people from as far as India, Malaysia, Spain, Costa Rica, UK and US.

With Snap Counsellors we wanted to demonstrate how useful and vital technology can be in tackling issues such as domestic abuse or relationship abuse. The PSA depicts a very real, common part of the daily lives of teenagers and young people in India. The PSA captures the secret life of an Indian teen so perfectly, that teens and their parents alike have been affected by it, as well as adult survivors of childhood abuse. Snap Counsellors wants to show the world that, yes, social media can be used for social good, by making support available on the platforms that teens use daily.
Nida Sheriff — Manager, Chayn India

A few months ago when we were approached by Rajshekar from tbwa/india with the idea of doing this campaign. At first we were apprehensive because we didn’t want to compromise the security of young people as there had been some privacy concerns but then we decided to take a leap of faith. This just goes to show that sometimes, you’ve got to take chances, test assumptions and take conversations to where survivors need them to happen! Big shout out to Rajshekar from tbwa/india for convincing us to do this!