Top Story


Home >> Advertising >> Article

WASH United-Happy mcgarrybowen break stigma surrounding menstruation

Font Size   16
WASH United-Happy mcgarrybowen break stigma surrounding menstruation

WASH United, an international non-profit organization and the initiator of the Menstrual Hygiene Day on May 28, joined forces with Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, to create a digital-first awareness campaign in order to tear down walls of silence and stigma that surround menstruation.

WASH United collaborated with spoken word artist Aranya Johar to create a compelling video called ‘To bleed without Violence’ along with Happy mcgarrybowen. The video features Johar talking positively about the stigma around menstruation.

Nirmala Nair, Managing Director of WASH United, said, “Menstruation is a normal biological process. How is it possible that we cannot talk openly about something that is perfectly natural and without which none of us would exist? At WASH United, we constantly look for innovative solutions to create a positive shift in knowledge, attitude and behaviour and this campaign was one such effort. The campaign has sparked a conversation around the issue that has been much hushed about.”

PM Praveen Das, MD and CCO, Happy mcgarrybowen, commented, “I believe that the businesses we run are inextricably linked to the social-economic environments in which they function. Our firm belief in the merit of design thinking and problem solving around social causes has led us at Happy mcgarrybowen to set up an exclusive division for Social Behaviour Change Communication. This team currently focusses on initiatives for international NGOs such as WASH United, Swachh Bharat and Worldreader’s to name a few. We look forward to partnering with such organisations to create impactful programmes like we did for 'Menstrual Hygiene Day’, in order to highlight the importance of such issues.”

‘To bleed without Violence’ went viral with 7.5 million views, in addition to being shared by Bollywood superstar Akshay Kumar in just four days.

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

Foster joins Y&R after serving as President, Global Clients for the Publicis Groupe; also was Worldwide COO and Chairman and Regional CEO, APAC and Greater China at Saatchi & Saatchi