Vidhi's Nyaaya launches #MyKanoon campaign in collaboration with Instagram to spread awareness among youth

Vidhi Centre for Legal Policy's Nyaaya is collaborating with Instagram and online platform ‘We The Young’ with the aim to spread legal information among the youth about issues like online violence, bullying and harassment and child sexual abuse.

. #MyKanoon campaign is rooted in the insight that lack of awareness and information is a hindrance to young people when they need legal assistance. However, data also suggests that youth interaction with the justice system has been increasing. They are increasingly becoming aware about violence and harassment issues in the online space and are willing to empower others who do not have free access to legal information.

. Nyaaya is a free open access, digital resource that provides simple, actionable, recallable and authoritative legal information to Indian citizens, helping them solve day-to-day legal problems, making them aware of their rights and feel empowered to seek justice.

Nyaaya was conceived by Rohini Nilekani and incubated at the Vidhi Centre for Legal Policy.

. Bar & Bench caught up with Anisha Gopi , Team Lead at Nyaaya on the campaign.

“We are committed to equipping the youth with adequate legal knowledge, so that they can take informed legal action and interact with justice systems in India with confidence. We believe that informed youngsters can become legal champions to empower others who do not have access to legal information. MyKanoon will last for 3 months and there will be over 50 pieces of short and long form content by young content creators in the form of engaging videos, infographics, cartoons, comics and reels that will be streamed on the Instagram page of Nyaaya. The topics will range from online violence, bullying and harassment, child sexual abuse and children in conflict with the law,” Gopi said.

Speaking further on the mode of dissemination of information for the campaign, Gopi said:

"We will also be conducting quizzes, Ask Me Anything and Live sessions, but for most part we will be focusing on videos."

On the collaboration with 'We The Young', she pointed out that it is a media platform with a large youth audience.

"We will be providing them with legal information, while they will create engaging creatives based on it," she added.

Nyaaya will provide the research and knowledge support, while 'We The Young' will work with content creators to produce engaging video content.

The content will go live on @wetheyoungindia’s and @nyaayaorg’s Instagram accounts. These campaigns are the latest in a series of content-led initiatives from Instagram, happening on an ongoing basis, to help foster a safe and supportive environment on the platform.

On uniqueness of the MyKanoon campaign, Gopi was of the opinion that while there is a lot of legal content available, the same does not engage with or target youth.

"There is a lot of legal content available for anyone to access, but there is barely anything that is engaging and relevant for the youth. We are creating engaging and useful content by the youth for the youth. The other key thing is that our content has a lot of actionable information that will arm the audience with knowledge on how to access the law and the steps to be taken to stay safe online, and will inform young people about the rights and protections available to them under the law," she said.

Vidhi's Nyaaya launches #MyKanoon campaign in collaboration with Instagram to spread awareness among youth

Jelsyna Chacko

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