Kozhikode: The Department of Women and Child Development(WCD) under Kerala government has initiated a social media campaign to call out and deconstruct sexist film dialogues in popular movies. The campaign has been named as `Polichezhuthu’ which translates to ‘Deconstruct’.
The awareness campaign comes as an extension of a campaign titled `Ini Venda Vittuveezhcha’ (No more compromises) devised for keeping the gender equality discourse on social media.
The social media post released by WCD on Polichezhuthu says that deconstructing sexist thoughts paves the way towards gender equality. Cinema being a major source of entertainment for many, is worth deconstructing, pinpoints the post.
The campaign post urges netizens to call out sexist film dialogues and write the deconstructed version in the comment section. Selected comments will be posted on the social media page of WCD. The campaign is setting a conversion, shows the comment section of the post.
The gender-centric social media campaign initiated by the government from 2021 has been getting traction for the narrative it sets.