 |
Print
Mahindra Rise: The Health Purse (Sehat Ka Batua).jpg?height=400&width=400&image=/files/print/2018/Jun/tn_95089_The Health Purse (Sehat Ka Batua).jpg)
This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.
Problem:
The incidence of breast cancer is on the rise in rural India but women are unaware of simple self-examination steps that can detect breast cancer early. These women live in media-dark areas, so conventional media doesn’t reach them. Moreover, culturally these women are not open about such issues. Could we remind them in a way that is discreet and personal, so that checking themselves becomes a habit? Idea: These women have a unique practice – they keep their purses in their blouses to protect their money. Can this habit also protect them from breast cancer? We designed purses with illustrative visuals of women checking themselves – which served as a reminder medium to perform the simple breast self-examination steps given inside. Implementation: The purses were distributed during health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other villages in Maharashtra. Women were taught how to perform a breast self-examination at home, before giving them the purses that serve as a reminder. The initiative will be scaled up to reach even more women in media-dark parts of the country.
National Planning Head: Arun Raman Related
Mahindra Rise: The Hardest Worker
FCB Interface 
Mahindra: The Hardest Worker
FCB Interface |
The Best Ad JobsRetrieving latest jobs
advertising news |
 |
