This International Women's Day, Reebok teaches you “Bruises can be good”
Reaffirming its position of being a tough fitness brand, Reebok India has launched an engaging social experiment on International Women’s Day that makes a compelling statement on societal insights. Being a proud women-first brand, with a rich combat training history, Reebok undertook a powerful experiment – Bruises can be good – that tapped into specific cultural and social conditioning to spark conversations to bring about a legislative change in the country.
According to the National Family Health Survey (NHFS-4), every third women in India, since the age of 15, has faced domestic violence of various forms with 27% women experiencing physical violence. Making a strong critique, “Bruises can be good” unravels existing societal insights on violence and assault.
Conducted in Mumbai with select participants across both genders, spanning age groups, the experiment invited them to observe a young woman, marred with bruises. The audience reaction varied from “must be some horrid accident”, “victim of domestic abuse” to “terrible outcome of eve teasing”. In a sudden movement, the bruised girl in the film, stands up to perform a martial art move, surprising the audience and undoing their reactions to her bruised body. With a voice over, it is revealed that she is a combat athlete and that her bruises are “good” as they are a proof of her strength that enables her to defeat an opponent in combat.
Highlighting that most of us perceive bruises and marks on women to be a result of violence, Reebok has made a petition on Change.org to make self-defense a mandatory part of school and college curricula for female students; Reebok wants to send this to Min. of Women and Child development, Govt. of India and is calling out to everyone to sign this petition. Reebok partnered with e-commerce portal Myntra to spread awareness about the cause and the petition that leads it.