Indian PSA - not funny like "This is your brain on drugs..."

Last night, I was watching TV. A PSA came on in Hindi. It showed images of a young healthy girl growing up to get many degrees, work at a large company, get married and have kids. Then it showed a picture of a female fetus smiling, then frowning, then crying. Written underneath it in English was something to the effect of "Sex-selected abortion and infanticide are criminal offenses."

You may or may not be aware that in many of the poorer districts and regions in India, men out-populate women by as much as 2 or 3 to 1 due to the phenomenon of sex-selected abortion and infanticide. Now, many of these men cannot find women to marry. Yet families still don't understand the correlation.

It appears that these PSAs are on the radio and in print as well. However, it is my experience that simple PSA doesn't seem to work with something that is deeply imbedded in a culture. It makes me sad.