The WHO ranks India among top 3 globally on teen suicide. A leading cause for suicide was exam time pressure, put by Indian parents themselves, in a society that over-emphasized on academic achievement.
Mirinda’s release the pressure campaign got Indian parents to acknowledge their role in pressurising teenagers – a first for a society where parental expectation are considered sacrosanct. Through a digital-led campaign, we provoked a conversation, got stakeholders together and created a space for parents & teens to really open up with each other. 1.57 MN parents pledged to stop pressurizing and start listening, really listening to their children.