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Laadli - A girl child campaign was launched in June 2005 by the NGO, Population First, to address the issue of the falling sex ratio in the age group of 0 - 6 years. It works to change the mindsets that lead to son preference in society and promotes a positive image of the girl child through various interventions. Laadli works with the media, youth, government and civic bodies and with the medical fraternity to achieve Population First's goal of a gender balanced society.

Through the media component, Laadli advocates for a media that is gender sensitive and socially conscious. We believe strongly that the woman's perspective is missing in the media and 'she' needs to find her rightful place in it. Youth and adolescents are important stakeholders in the campaign, as they have the potential to play the role of 'change agents'- by redefining the gender equations in their own lives as well as by initiating public discourse on the issue in their families and communities.

She Creates is the perfect blend of both the components. It gives girls an opportunity to project their world from their perspective and also uses the films so produced to create widespread awareness about the issue through innovative e-technologies both in the media and in the community.


Mam Movies attempts to create a platform which will support and nurture independent filmmakers who use media - the arts and technology - to inform, inspire and empower others to create positive action in the world. In one of many programs, MAM Movies creates an effort to consistently make inspiring films on NGO's and use media for social change. January saw Mam Movies presenting the GENESIS film project, a time based filmmaking competition, where 101 filmmakers of Mumbai made 5 minute documentaries on 101 NGOs within a time span of only 101 hours. This event went on to become the India’s biggest time based filmmaking competition. The event drew in an overwhelming response from filmmakers and NGOs alike