THE PERIOD GIRL
An underprivileged girl's first period is the beginning of her world coming to a halt.
During those five days, she stops going to school, playing sports or praying.
An underprivileged girl's first period is the beginning of her world coming to a halt.
During those five days, she stops going to school, playing sports or praying.
It's like the first drop of blood of period is a stop sign for an unprivileged girl in India.
Carmesi a new sanitary pad brand took up the task was to make everyone - aware of this situation and make them realise that they all have the power to change the status quo.
Inspired by the very first drop of blood that stops a girl from living her life, we created
the Period Girl. We reinvented a red drop of period blood and made it into an unstoppable icon.
the Period Girl. We reinvented a red drop of period blood and made it into an unstoppable icon.
We made the Period Girl run, skip and go cycling, everything she is discouraged
from doing on her period.
The Period Girl adorned our posters that were prominently put up in co-ed schools and corporate houses all over Delhi and NCR. Everyone was urged to keep an underprivileged girl on her period going by just logging on to the Carmesi website and making a small contribution.
The Period Girl adorned our posters that were prominently put up in co-ed schools and corporate houses all over Delhi and NCR. Everyone was urged to keep an underprivileged girl on her period going by just logging on to the Carmesi website and making a small contribution.
We took the Period Girl to Instagram as well.
On an average Instagrammers spend 20 to 30 minutes a day tapping on Instagram Stories.
On an average Instagrammers spend 20 to 30 minutes a day tapping on Instagram Stories.
Keeping this behaviour in mind we extended the Period Girl campaign to Instagram Stories.
This turned out to be a great opportunity for brand Carmesi that vibes most on this particular
This turned out to be a great opportunity for brand Carmesi that vibes most on this particular
social platform.
