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#PehalEkBadlavKi Campaign

#PehalEkBadlavKi
CONCEPT: Menstrual health in India is driven by myths and misinformation. There is no conversation on this issue and its old mothers tales that dominate the popular conversation. This is what Healthians wanted to change. Bring the entire discourse of Menstrual health in public domain, challenge the norms and not drive the conversation towards any test.
THE TASK: Make Menstrual health the most spoken about topic between mother and daughter.
Hence we thought of a few areas where women were put under social restrictions and took a positive take on that through our visual representation. Considering the restrictions that almost all women have to go through, we tried to break the social taboo by showing two hand welcoming them.

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Full-time
Paulomi Dey
CREATIVE DIRECTOR Gurugram, India