THE HEALTH PURSE (SEHAT KA BATUA)
Problem
The incidence of breast cancer is on the rise in rural India but women are unaware of simple self-examination steps that can detect breast cancer early. These women live in media-dark areas, so conventional media doesn’t reach them. Moreover, culturally these women are not open about such issues. Could we remind them in a way that is discreet and personal, so that checking themselves becomes a habit?
Idea
These women have a unique practice – they keep their purses in their blouses to protect their money. Can this habit also protect them from breast cancer? We designed purses with illustrative visuals of women checking themselves – which served as
a reminder medium to perform the simple breast self-examination steps given inside.
Implementation
The purses were distributed during health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other villages in Maharashtra. Women were taught how to perform a breast self-examination at home, before giving them the purses that serve as a reminder. The initiative will be scaled up to reach even more women in media-dark parts of the country.
AWARDS
CANNES LIONS 2018
Silver – Health & Wellness, Direct
Bronze – Outdoor, Small Scale Special Solution
Shortlist – Health & Wellness, Ambient Outdoor Small Scale Special Solution
Shortlist – Health & Wellness, Illustration
D&AD 2019
Yellow Pencil - Graphic Design, Applied Print Graphics
SPIKES ASIA 2018
Silver – Outdoor, Small Scale Special Solution
Bronze – Health & Wellness, Ambient Outdoor
Shortlist – Health & Wellness, Illustration
Shortlist – Design, Promotional Item Design
Shortlist – Media, Use of Ambient Media: Small Scale
EFFIE 2019
Silver – Positive Change: Social Good
Bronze – Direct Marketing
ADFEST 2019
Bronze - Media Lotus, Best use of Ambient Media: Small Scale
Bronze - Outdoor Lotus, Ambient: Small Scale
Finalist - Print Craft Lotus, Best use of Illustration
Finalist - Lotus Roots
GOAFEST 2019
Silver - Design, Use of Design in Direct Mail
Silver - Direct, Dimensional Mail (3D Pieces)
Silver - Media, Cause Marketing
Bronze - Work done for Social Awareness
Shortlist - Outdoor, Ambient: Small Scale
Shortlist - PR, Corporate Social Responsibility
ONE SHOW 2019
Shortlist – Health, Wellness & Pharma, DirectShortlist – Health, Wellness & Pharma, Physical Product
Shortlist – Design, Promotional Collateral Items
