India’s Radio City 91.1FM has initiated a week-long campaign called “StreeDum” (Woman Power) in Mumbai, to eliminate the objectification of women.

It aims to recognize the mentality in the Indian society that looks at women as objects of sexual gratification alone and to create awareness about this issue, which will be addressed on a large scale through breakfast show RJs Salil & Archana.

As a part of the on-air campaign, listeners can share their real-life experiences and the station will substantiate these stories on air by explaining how objectification is an unfortunate but every day phenomenon in the life of most women across the world.  

At the same time, awareness and engagement would be built on ground with street theatre performances based on the same theme.

Kartik Kalla, Chief Creative Officer, Radio City said: “We have always aimed at solving citizen-centric problems using the power of radio. Most of us are not cognizant of how unconsciously we perpetuate sexual harassment through seemingly innocuous everyday actions. Each one of us is an agent of change and together we can make a conscious effort to treat women better.”