The doors better be closed.
Volumes must be low.
Volumes must be low.
Men should not here this.
No one should here this.
Because we are talking about..
Periods.
Periods are a matter of extreme embarrassment in any conversation, especially in India. Women feel shy asking for a pad, shopkeepers wrap sanitary pads in newspapers and black plastic bags.
As a self-initiated project by NH1 Design, the brief assigned was to normalize conversation around periods. The idea - women interact with sanitary pads every month, yet it sits hidden away in bathroom cabinets. What if the packaging itself could spark conversation?
I worked on this project at NH1 Design as a part of the studio's design team. The driving concept is the brainchild of NH1's founder and creative director Neha Tulsian. My role in the project was to ideate on the brief, create the core packaging design, brand language and social media campaigns. I also assisted the team in copy writing for this project.
View full project at https://nh1design.com/project/donthideitperiod
Sometimes, the message is as important as the design. In this case, the message is the design.
Packed in a reusable canvas bag, each pad carries a unique message that make periods a part of everyday conversation. The phrase ‘don’t hide it’ and the messaging derived around it is inspired from a simple insight – conversation about menstruation is usually hushed or brushed away. We created bold messages with a play on the word ‘Period’ that also means ‘an end to a statement where no further discussion is possible’.
Evoking conversations in urban India, providing resources in rural India
Sold exclusively on Nykaa.com – India’s largest online beauty & wellness retailer – 100% sale proceeds were donated to the Aakar Innovations & Better India, to help them set up a sanitary pad factory in Ajmer, Rajasthan, that will employ local rural women to manufacture and distribute sustainable, low-cost sanitary napkins.
SOCIAL MEDIA
CAMPAIGN REACH & RESULT
A simple & engaging campaign – we invited people to write their own name on a template saying "_______ bleeds too. Period." and encourage them to stop shying away from periods. It was wonderful to see women confidently embracing this campaign and sharing their own stories.
The project received appreciation across the globe and generated over Rs. 2 lac in sales, which were donated to the Better India and Aakar Innovations. Their sanitary pad factory was successfully completed and inaugurated by Miss Word Manushi Chillar on May 28, 2018 on the occasion of World Menstrual Hygiene Day.
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Studio/Agency: NH1 Design | Client: NH1 Design | Images & Text Credits: www.nh1design.com | View full project | Campaign Website: www.donthideitperiod.com
Studio/Agency: NH1 Design | Client: NH1 Design | Images & Text Credits: www.nh1design.com | View full project | Campaign Website: www.donthideitperiod.com
