The campaign objective was to spread awareness about menstrual hygiene, educate Indian women about the importance of using sanitary pads, and in turn drive growth in markets with low category penetration.
Imagine a world where female leaders we revere never achieved their full potential because they dropped out of school at the age of thirteen. Challenging to fathom, but for millions of Indian girls, this remains a harsh reality.
100+ million adolescent girls are at risk of dropping out of school because of the stigma surrounding menstruation.
Girls feel embarrassed to go to school during periods, ill equipped with rags instead of pads, they often drop out of school entirely.
With minimal dialogue about menstrual hygiene at school or home due to taboo nature of subject, this is a reality they quietly endure. All these factors perpetuate the cycle of poverty and stunt a girl’s dream for a prolific future.
When a girl misses school due to period, cumulatively it puts her behind her male classmates by 200 days. And that’s the setback if she opts to stay in school, which most do not.
A mother dreams of a bright future for her daughter. Her life revolves around fulfilling her daughter’s needs. She is willing to provide her education, grooming and nutrition but misses a crucial aspect completely- menstrual hygiene.
• She is not willing to spend Rs.40/month on sanitary pads but is ready to spend Rs.60-70 on a fairness cream for her daughter
• She is not aware of the hazardous effects of using rags in lieu of pads- reproductive tract infection, cervical cancer, etc.
• She is not aware of the magnitude of this setback and the high stakes involved.
We decided to make her realize the magnitude of this setback and the high stakes involved-
A girl missing school for 5 days/month due to her period = compromising 2 academic months every year = falling behind in academics = stunted growth = bleaker future.
We started this journey with state of ‘Maharashtra’ where the situation of menstrual hygiene was dire.
Understanding the market and its cultural nuances was the first and most important step.
Hence, we tied up with the loudest voice of Maharashtra, Lokmat- the leading media house which has deepest roots and widest reach in the market.
Together, we created ‘India’s largest Menstruation Camp’. We leveraged Lokmat’s expertise to understand and break all barriers, which hold a woman back from using a sanitary pad for herself or for her daughter.
• We jointly researched and unraveled insights- a mother’s mindset, passion points, media consumption habits, desires, day to day problems etc.
This helped us create a one-stop solution/answer to all her worries and apprehensions surrounding periods.
• Lokmat helped us rope-in Sonali Kulkarni as face of this initiative- the biggest movie celeb in Maharashtra- a mother to a daughter herself. She helped us bring a mindset change and influence mothers.
• We leveraged Lokmat’s clout to bring on-board the most influential, successful female achievers like IPS officers, Sports personalities, Social workers, Gynecologists, Psychiatrists to support the initiative. They encouraged girls to dream big and fulfill their dreams by not letting periods obstruct their success.
• By collaborating with Lokmat, we got extensive editorial coverage, which talked about everything from the importance of menstrual hygiene to the initiative execution- giving us 10 times more value, much beyond paid media
• Lastly, we assigned a business linked remuneration model with Lokmat which sealed the success of this collaboration.
The campaign was rolled out in 16 cities of Maharashtra using print, radio, social media, on-ground workshops.
• Initiative announcement ads, with celebrity face of the campaign.
• To drive participation from mothers/daughters, city-specific call-to-action ads, highlighting initiative/camp details.
• Advertorials to trigger conversations.
• Reminder ads, to ensure maximum turnout at the camps.
B. Radio, social media used to talk about the initiative and drive footfalls.
1) Candid conversations about mother and daughter bond, to break ice.
2) Mothers and daughters participated in physical tasks, concluded by posing a question, “Can you do this when on periods? While using a cloth?”
3) Video was played to explain the science behind menstruation.
4) Counselors demonstrated benefits of using pad over cloth.
5) Celebrity ambassador, social influencers shared period experiences-how using a pad helps them live care-free during periods and achieve success.
6) Medical experts talked about menstrual hygiene-how using cloth/other unhygienic methods can lead to infections, diseases like cervical cancer.
7) Host urged them to prioritize hygiene over external appearance-pads over makeup. Explain the math-save Rs.2/day and buy a pack of pads which will prevent periods from coming in the way of their success
Tweets/posts from social handles of campaign ambassadors. Extensive print coverage of initiative.