Tuesday, March 30, 2010

It Lets You Hope

Also posted on the IPP Blog.

Sitting in the lobby of our Mumbai hotel last week, I picked up a magazine to thumb through as we waited to depart for an afternoon of fabric shopping for upcoming lines of Punjammies.

The magazine fell open to a double page spread advertisement for Dove shampoo. The only text on the page was this phrase in bold white letters: “It Lets You Hope.”

As I stared at the phrase on the magazine page, I couldn’t help but wonder what it is about Indian culture that would make the promise of hope an appealing ad campaign. Even among the more affluent Indian women who are reading magazines and buying Dove shampoo, are the longings for hope so deep that even advertisers are trying to harness that power?

I do know that the need for lasting hope lies at the root of every human heart. Judging simply by the things I witnessed with my own eyes in India over the past two weeks, this is a country where millions of women are moving through life without a shred of that basic human need. And that knowledge alone gives me a renewed zeal to fight with any resource I have available to introduce real and lasting hope to women in India.

The good news: I saw that genuine hope reflected back to me from the eyes of the ladies working with International Princess Project and other similar organizations in India. There is real transformation happening. And that is a brand of hope all its own.

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