Trend Selected

Feminism
‘Awareness and elimination of taboos around
menstruation’
Brand Identified for the trend: Whisper

Communities Identified:
-Aanganwaadi
-Self-Help Groups
-Formal groups of village school’s female headmasters and teachers.
-Informal groups of women who meet early in the morning for defecation purpose. Eg - Lota party as
shown in the movie ‘Toilet: Ek Prem Katha’
 MOVEMENT
#LahuLageAcha

-Distributing red saaris to women with a free pad ‘Choti Choti bachat se surakshit sehat’ ‘Kharch hua
sample aadha, sehat ka vada’
-This will be followed by setting up free sanitary The movement aims to increase penetration of
pad kiosks pads by busting myths and stigma in rural areas
around usage of sanitary pads.
Why? Propagating it’s okay to bleed and
encouraging sanitary pads usage The movement is to communicate to the
communities to invest their small savings in making
TG: Rural female population. a purchase that results in life-long (or long term)
Movement extends beyond the TG to create benefit for their health.
awareness out of the communities through social
media platforms of the brand such as instagram,
facebook.
The purpose is to get people talking about
menstruation, pad usage as we cross the ‘chasm’
and more to early majority.
Influencers
Influencers for our movement is Why will the influencers join the movement:
leaders of most communities
- They have a latent need to spread awareness
about menstrual hygiene; our movement would
Women leaders in rural areas give them a platform to be expressive about
their concerns
Facilitators of Women Self help groups
- The type of social capital/ currency involved:
Women in Panchayats Practical value. People tend to share content if
Social activists working in villages it has a practical value.
NGO leaders in villages
Measure of Success
- Influencer feedback.
- Measuring drop in number of women hygiene related cases
- Response to ads related to personal hygiene, menstruation and
sanitary napkins
- Inventory management with respect to sanitary napkin vending
machines which will be installed at key locations targeting women
- Accounting sales of sanitary napkins in the village