Masala Podcast: The Campaign We’re Not Supposed to Talk About

The Campaign We’re Not Supposed to Talk About was created to raise awareness of cultural taboos that South Asian women aren't "supposed to discuss" alongside promoting the podcast as a safe place for them to have a voice that, historically, they haven’t always had. Powerful OOH ads were created featuring fiercely proud South Asian women (and long-term Masala Podcast fans and listeners), pictured alongside provocative headlines that relate to their personal and lived experiences.

The Campaign We’re Not Supposed to Talk About was created to raise awareness of cultural taboos that South Asian women aren't "supposed to discuss" alongside promoting the podcast as a safe place for them to have a voice that, historically, they haven’t always had. Powerful OOH ads were created featuring fiercely proud South Asian women (and long-term Masala Podcast fans and listeners), pictured alongside provocative headlines that relate to their personal and lived experiences.

The campaign coincided with South Asian Heritage month, so the posters were deliberately displayed in postcodes with a substantial South Asian community, more specifically in locations women are known to live, visit and be socially active. Additionally, social media assets were created to reframe the shameful slurs often used against South Asian women. Offering alternative definitions of words – like 'besharam' which means 'shameless woman' re defined as 'a woman brave enough to live her own life' and 'chee chee' which means 'dirty', now re-defined as 'a woman who isn’t afraid to love herself'. The campaign gives South Asian women an opportunity to take ownership of words once used to hurt them.

The campaign coincided with South Asian Heritage month, so the posters were deliberately displayed in postcodes with a substantial South Asian community, more specifically in locations women are known to live, visit and be socially active. Additionally, social media assets were created to reframe the shameful slurs often used against South Asian women. Offering alternative definitions of words – like 'besharam' which means 'shameless woman' re defined as 'a woman brave enough to live her own life' and 'chee chee' which means 'dirty', now re-defined as 'a woman who isn’t afraid to love herself'. The campaign gives South Asian women an opportunity to take ownership of words once used to hurt them. 

The Campaign We’re Not Supposed to Talk About was created to raise awareness of cultural taboos that South Asian women aren't "supposed to discuss" alongside promoting the podcast as a safe place for them to have a voice that, historically, they haven’t always had. Powerful OOH ads were created featuring fiercely proud South Asian women (and long-term Masala Podcast fans and listeners), pictured alongside provocative headlines that relate to their personal and lived experiences.

The campaign coincided with South Asian Heritage month, so the posters were deliberately displayed in postcodes with a substantial South Asian community, more specifically in locations women are known to live, visit and be socially active. Additionally, social media assets were created to reframe the shameful slurs often used against South Asian women. Offering alternative definitions of words – like 'besharam' which means 'shameless woman' re defined as 'a woman brave enough to live her own life' and 'chee chee' which means 'dirty', now re-defined as 'a woman who isn’t afraid to love herself'. The campaign gives South Asian women an opportunity to take ownership of words once used to hurt them.