The Ammada Trust Digital #Giveher5 [image] 4 by Law & Kenneth

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#Giveher5 [image] 4

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile
Market India
Agency Law & Kenneth
Creative Group Head Meghna Das
Chief Creative Officer Delna Sethna
Creative Director Priyanka Prakash
Released March 2017


D&AD Impact 2017
Education - Graphite Pencil

Credits & Description

Title: #Giveher5
Agency: Law & Kenneth Saatchi & Saatchi
Brand: The Ammada Trust
Country: India
Entrant Company: Law & Kenneth Saatchi & Saatchi, Mumbai
Advertising Agency: Law & Kenneth Saatchi & Saatchi, Mumbai
Media Agency: Law & Kenneth Saatchi & Saatchi, Mumbai
Chief Creative Officer: Delna Sethna (Law & Kenneth Saatchi & Saatchi Pvt. Ltd.)
Creative Director: Priyanka Prakash (Law & Kenneth Saatchi & Saatchi Pvt. Ltd.)
Creative Group Head: Meghna Das (Law & Kenneth Saatchi & Saatchi Pvt. Ltd.)
Agency Producer: Divyang Pandya (Law & Kenneth Saatchi & Saatchi Pvt. Ltd.)
On 5th March 2017, Miss Malini goes offline because of her period, with #GiveHer5. Her 7.28 million followers across her blog, Facebook, Twitter, Google+ and Instagram are left in the dark.Soon thousands go offline. And conversation explodes. “It’s regressive for your period to stop life completely.” They come back online to share films that reveal: this is a reality for 400 million women in India. Just 2.5$ will #GiveHer5 of those days back on Social media posts create awareness, and the message reaches home. Donations start pouring in. March 18th: Major TV network Zee, volunteers to air our films.Through national TV, the movement snowballs. March end, India’s biggest influencers have pledged to #GiveHer5. Their online following: Barkha Dutt: 12.15 million Varun Dhawan: 15.1 million Dia Mirza: 7.89 million Arjun Kapoor: 15.61 million #GiveHer5 can now reach millions across the world.
Within 24 hours of launch: 1.4 million donations collected. 40,000 period days covered. Donations across India, New York, London, Australia, France, Swizterland, and well, everywhere. India’s biggest TV network, Zee, volunteered to air our films on major channels. India’s leading anchor, Barkha Dutt. Bollywood’s biggest actors, Varun Dhawan, Arjun Kapoor, Rahul Khanna. Former Miss Asia Pacific and top Twitter influencer, Dia Mirza. Just some of the people who have pledged to #GiveHer5. All precious earned media, giving the moment momentum. Women everywhere came forward to help. Men stepped up and ran marathons to raise funds. Cafes across India’s biggest metropolitans offered to put up our posters. Major feminist publications, news channels, advertising publications, covered the campaign, breaking the silence on menstruation taboos. In just a month: 1.2 billion people reached. 7.4 million girls already back in school. And this is just the start of the campaign.
India has a crisis no one's talking about:400 million rural women miss 5 days every month. Just because of their period.The days add up.By 15, 1 in 5 girls dropout.By 35, they’ve missed 3.9 years of their lives. No place to change – 40% schools lack even a functioning toilet.No affordable menstrual protection. (Barely 20% can afford disposable pads.)More shockingly, 88% use ash/sand for absorption. Add to that stain-embarrassment and social stigma. What most urban women took for granted is a nightmare for rural women. Saafkins created a solution to correct this imbalance. For just 2.5$.A 12-hour, antimicrobial, reusable menstrual protection. 12-hour protection so she doesn’t have to worry about stains or places to change. Reusable so it lasts her one full year. Saafkins wanted to give millions 5 days back every month, and put millions of girls back in school. So an entire generation of women could fulfil their dreams. So India’s women could finally progress. Our mammoth task: raise awareness and get urban women (India and across) to crowdfund Saafkins. Because if we give her Saafkins, we give her 5 of ‘those’ days back. Period.
We wanted #GiveHer5 to be a movement propelled entirely by girl power.Where the urban privileged came together to help the underprivileged.But urban India had zero idea about the enormity of the problem. Or that there was a problem at all. It was unthinkable for them that today’s woman was being held back for something so simple. To tap into the spirit of sisterhood, we needed to present the problem in a way women could identify with best. We picked a platform urban women are most active – social media. Then, a popular icon followed by them – Miss Malini. And had her completely disappear, because of her period. Thousands like her followed. Once back, they shared films/posts to educate; nominated friends to spread the word. The message was straightforward: 2.5$ changed a girl’s life. Everything led back to to drive donations. To give her Saafkins. To #GiveHer5.
Brief with projected outcomes:
In rural India, ‘period’ is a dirty word. A woman on her period – impure, untouchable, cursed. They’re not allowed to water plants, wash their hair.Sleep in the same room as anyone else.Or enter religious spaces, kitchens (their touch rots food!)South Indian communities even have a word for them – “vellila” (translation: outside).India’s most revered temple, Sabarimala still has an age-old ban on women aged 10–55. “Because they can't maintain ‘purity’ while menstruating.” When opposed legally, it was quickly hushed up. The scariest fact: these are all social norms. Period-shaming had stunted necessary dialogue about menstrual hygiene.Lack of affordable protection, and culturally-ingrained practice of segregation, meant that over 400 million rural women were being forced to miss 5 days every month. Just because of their period. India’s women were falling behind, for being women. And we wanted the urban advantaged to help bridge the gap. For just 2.5$. With Saafkins – the 12-hour, antimicrobial, reusable menstrual protection. Thus #GiveHer5 was born. A crowdfunding initiative, powered by urban women for rural women. A platform that gives rural women the menstrual protection they need.A movement that gives back the 5 days her period takes away.