https://www.youtube.com/watch?v=_4yPvwYQVh0
The target audience for this campaign are females aged 10+ or even a little bit younger, girls from India as the campaign is to teach girls how to skate in India to battle cultural expectations. Lifestyles of stereotypically working for someone e.g. markets, cooking as these are very common jobs for women in India. Having interests as being creative and skateboarding obviously as this will be the main part of wanting to start this and be part of the campaign.
The key messages of this campaign are to battle general stereotypes and cultural issues with women in India and to try and get a point across of women can be different and they can do anything they want to do in life and that is okay, no one can stop that. Also, that women can skateboard and it isn't just a boys sport or hobby.
Methods used to engage the audience are using adverts on youtube used by girls that will more than likely see these adverts, in these adverts, there are girls skating in India and also showing day to day lifestyles of how they live. There are two females in this advert Atita & Lizzie, using two girls to talk and film around their lives will show the audience that are being controlled and having to do something they don't want to do in life to realise that they are actually their own person and it is alright for them to do what they want. Also, they involve other younger girls for the younger audience to attract them to the idea of skating as they will be influenced by a younger generation and older as they can see skateboarding has a wide age range.
Groups, people, issues and stereotypes are used to enforce the message in this campaign when they use Indian girls in the advert and show markets at the start to show what people think they should stereotypically doing but these girls are different and are doing what they want to do because they realise that it is fine to do what they want to do and don't have to listen to people anyone anymore.
The legal & ethical issues that the campaign would have had to deal with would be trying to not come across as slightly racist as they have set the campaign in India where the stereotype of women is to work and they are challenging this which could bring trouble to the company 'VANS' not just the campaign idea. So VANS will have to be 100% aware of what they are saying. However, they have a lot of Indian girls talking to back the situation up which will stop a lot of trouble being caused.
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