Don’t Wash. Don’t Clean. Save the evidence. #DNAfightsRape
Don’t Wash. Don’t Clean. Save the evidence. #DNAfightsRape from Sumit Vashisth
Don’t Wash. Don’t Clean. Save the evidence. #DNAfightsRape

The creative idea in this exercise was a Don’t Wash, Don’t Clean Tee Shirt that was powerful enough to put the rapist behind bars. In india, rapists get away after committing the crime because often there is no evidence that puts them at the rape scene. So we needed a weapon that would arrest this problem. To bring this idea to life we designed a Tee Shirt (Don’t Wash, Don’t Clean Tee Shirt), that had marks like blood, spit, semen etc , that are incriminating evidence in a rape case. Soon the movement caught momentum. Big names from the field of media, law and order and apex medical bodies supported the cause. Celebrities wore this Tee Shirt and advocated the importance of preserving the DNA in a rape case. From a niche topic the Tee Shirt bought the subject in spotlight and for once an entire nation rallied behind it.

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In India the conviction rate for rape is just 1 out of 100. The main reason is lack of incriminating evidence. DNA is a conclusive piece of evidence but in India, collection of DNA is a big problem. Because the woman who is raped is considered dirty and is immediately asked to wash herself leading to loss of DNA. Therefore we launched ‘DNA FIGHTS RAPE. SAVE THE EVIDENCE.’ Campaign. Key policy makers and influencers from media, law and order, Apex Medical Bodies all supported this initiative. The estimated budget of the on-ground campaign touch the figure of 500,000 INR approximately. Key policy makers and influencers like the Senior Advocate, Addnl. Solicitor General, Head of Dept. Forensics and Toxicology, UN Women, all supported the cause. Training programme were conducted, making the scale of the project nationwide as big names from the corridors of power all rallied behind the cause
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Don’t Wash. Don’t Clean. Save the evidence. #DNAfightsRape

The creative idea in this exercise was a Don’t Wash, Don’t Clean Tee Shirt that was powerful enough to put the rapist behind bars. In india, rapists get away after committing the crime because often there is no evidence that puts them at the rape scene. So we needed a weapon that would arrest this problem. To bring this idea to life we designed a Tee Shirt (Don’t Wash, Don’t Clean Tee Shirt), that had marks like blood, spit, semen etc , that are incriminating evidence in a rape case. Soon the movement caught momentum. Big names from the field of media, law and order and apex medical bodies supported the cause. Celebrities wore this Tee Shirt and advocated the importance of preserving the DNA in a rape case. From a niche topic the Tee Shirt bought the subject in spotlight and for once an entire nation rallied behind it.

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Freelance, Full-time, Moonlighting
Sumit Vashisth
Creative Director at Ogilvy India Gurugram, India