Insight

An Indian mother is willing to provide her daughter education and nutrition.

She believes in grooming her for a brighter future but completely misses the importance of ‘Menstrual Hygiene’.

She is ready to spend Rs.60 on a fairness cream but is not even ready to spend half of it (Rs.30) on sanitary pads, which would help her daughter’s education far more than a face cream.

We set out to make mothers aware of the stakes involved - the everlasting impact of missing school, due to no access to sanitary protection, on her daughter’s future.

Idea

#WingsToFly - India’s first Menstruation Camp.

A one-stop solution to all apprehensions surrounding period.

An idea to break all barriers, which hold a woman back from using a sanitary pad for herself or for her daughter.

We gave her daughter ‘Wings To Fly’.

Initiative:

Covered 16 towns of Maharashtra using print, radio, social media, menstruation camps.

A. In Print

• Initiative announcement ads, with celebrity face.

• Call-to-action ads for participation.

• Advertorials for conversations.

• Reminder ads, to maximize turnout.

B. Radio, social media talked about the initiative.

C. At Camp

1) Candid conversations with mothers/daughters.

2) They participated in physical tasks, we asked them, “Can you do this during periods? While using a cloth?”

3) Video to explain the science behind menstruation.

4) Counselors demonstrated benefits of pad over cloth.

5) Celebrity ambassador, social influencers shared period experiences, success stories.

6) Medical experts talked about menstrual hygiene-how using cloth can lead to infections, diseases like cervical cancer.

7) Host urged them to prioritize hygiene over external appearance-pads over makeup. To save Rs.2/day and buy a pack of pads.

Post initiative:

Tweets/posts from social handles of ambassadors. Extensive print coverage of initiative.

• Category

o Sanitary napkin category saw a positive movement after years of stagnation. Category

penetration increased remarkably to 110% over last year.

o Category sales saw a phenomenal growth of 18% vs year ago.

• Whisper

o Brand sales went up by an incredible 20% vs year ago.

o Market share grew at 107 index month on month.

• Engagement

o We engaged with 3 million+ women through the initiative

o One on one with 10,500 mothers through the camps across Maharashtra. Never had a

Fem care brand seen such a huge participation in one state.

Most importantly, after successfully enabling 2 million girls in Maharashtra, we have set out to safeguard lives and futures of 10+ million girls in 2018 across 3 more states.