Equality Is Sweet: Pink Ladoo campaign launches to encourage British South Asian families to celebrate the birth of a girl.
The long-standing South Asian tradition of celebrating the birth of boys by distributing sweets called “ladoo” within the community is finally being updated, with the launch of the “Equality is Sweet: Pink Ladoo” campaign, which will create a much needed tradition to mark the birth of a girl.
South Asian sweet shops across the globe have agreed to offer pink ladoo to their customers in support of the campaign.
The founder of the UK campaign, said: “Currently, there are no traditions to mark the birth of a girl but many to celebrate the birth of a boy. This gender-biased practice sends a message from birth to South Asian girls that they are worth less than their male counterparts.”
“I want to raise the status and value of baby girls and transform attitudes towards women by changing this tradition. They’re not just a sweet, Pink Ladoo are the symbol of a protest against established South Asian gender-biased norms.”
The campaign will be in the Lower Mainland promoting awareness about equality and female infanticide at various public schools and Sikh temples, details will be announced soon!
Pink Ladoos: recognition, appreciation and celebration of the birth of our precious girls.
by Raj Khaira
Photo by Priya Ranjit