To understand how cinema can inspire and facilitate change, CMS (Centre for Media Studies), in collaboration with Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH (Project Her&Now), is bringing a series of screenings of film- discussions and media campaign in 32 Tier II and III cities of three states Rajasthan, Uttar Pradesh, and Delhi in India. This campaign is an effort to foster a positive mind set change in the society.
Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH is implementing the project ‘Economic Empowerment of Women Entrepreneurs and Start-ups by Women (Her&Now)’ on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and in partnership with the Ministry of Skill Development and Entrepreneurship (MSDE), Government of India, to support aspiring and existing women entrepreneurs in India.
The project works with its partner Ministry as well as local implementing partners to create gender-sensitive government support schemes, to provide need-based incubation and acceleration programmes, and to generate a mindset-change in society, in order to benefit existing and aspiring women entrepreneurs. Levelling the playing field for people of marginalised genders to equally participate in the economy as entrepreneurs is essential for an inclusive society as well as for sustainable economic growth. Film is a powerful medium that reflects and shapes dominant societal discourses and perceptions about gender norms.
Through Her&Now film campaign, we want to increase the visibility of the entrepreneurial spirit of women and gender minorities in India. We hope that short films and the discussions around them will contribute to mind-set change that recognizes their ambitions, skills and rights to be entrepreneurs.