Law& Kenneth-Saatchi&Saatchi Mumbai won a Gold in the Glass Lions category for the #GiveHer5 campaign created for The Ammada Trust. It is a crowdfunding initiative with Saafkins reusable sanitary napkins, which raised awareness about how the world goes dark for young girls from rural India each month when they are menstruating. As part of the campaign, influential blogger Miss Malini went offline with #GiveHer5 and thousands like her followed
“It's fantastic to win at Cannes, back to back. And it's even more special winning the Gold. The credit and glory for this goes to the entire creative team and especially to Delna Sethna, who has been passionately driving this as her own personal mission. She and her team deserve this, and more so as the #GiveHer5 is no ordinary mission. The task undertaken is of huge proportions. We have 400 million women in Urban and Rural India, who have no access to hygiene during the most challenging five days of their month. They cannot afford it and they are not even aware of the consequences of lack of hygiene. This, we believe, will start the process of changing their lives for good. We still have a long, long way to go,” said Praveen Kenneth, Co-owner & Chairman, Law&Kenneth- Saatchi&Saatchi.
Two entries from India were shortlisted in the Glass Lions category. The Glass Lion category was introduced in 2015 to reward outstanding efforts challenging gender biases. A total of 11 campaigns won the Glass Lions this year.