Swedish mobile phone directory and caller identification service Truecaller has launched a new campaign titled ‘ItsNotOk – CallItOut’.

The campaign aims to challenge the current scenario of normalizing harassment and stand in support of women in their hour of need.

To aid these efforts Truecaller has recently partnered with Cyber Peace Foundation as well to launch a cyber-safety program and targets to train 15lakh women in the first phase.

‘ItsNoyOk – CallItOut’ campaign aims to safeguard women from any kind of phone harassment and encourage them to speak up. Over the years, we have witnessed a remarkably high number of women face harassment in one form or the other daily with women getting inappropriate texts and calls as harassment today, the company said in a statement.

India has 50 percent women population and it is extremely critical to bring about the change and make a shift towards calling out and talking about harassment and action on this issue. With the same in mind, we have taken our campaign further to #ItsNotOk – CallItOut’ to encourage women to speak out and take relevant actions against it, the company added.

Women and personal safety is an important subject for Truecaller and the brand will continue to drive these initiatives to bring about a positive change and be the first line of defense of fighting online harassment.

Speaking on the campaign, Rishit Jhunjhunwala, Chief Product Officer & Managing Director, Truecaller India said, “When I think about International Women’s Day each year, I think about some of the great women who paved the way for future generations with the amazing work they did. This only deepens our resolve and our responsibility towards all women, so that they can remain fearless and look forward.”

“We at Truecaller launched the #ItsNotOk campaign to raise awareness about women’s harassment that occurs through mobile phones, intending to challenge the current scenario of normalizing harassment. I would like to say to all women, we stand with you and hope to be a support system in your hour of need. So don’t just be a silent sufferer, step up and report it. Be a part of our campaign and take a stand against harassment. It is these small actions that contribute in a large way towards making the society safe for all,” Rishit added.