The #FitForFight Reebok campaign was launched to make self-defence education mandatory for female students in schools and colleges
In honour of International Women’s day on March 8, Rebook India conducted a social experiment to show how prevalent physical violence against women is. In the experiment, a girl with bruises all over her body was showcased among a group of people. They were later asked what may have caused her bruises and the answers — ranging from being beaten up, a domestic abuse victim or a victim of self-hurt — showed that people were quickly to assume that marks and bruises on women are a result of violence.
The woman later stood up and started kickboxing, and informed that her bruises were a part of her training. In other words, she showed how bruises can actually be good. The experiment demonstrated how fast people may assume bruises are the result of violence and thus, showing how common it also is.
The mission of the campaign is to make self-defence mandatory for young women and girls making everyone #FitForFight.