Public Service Announcement: It is Normal. Period
According to a study by Dasara, “For 355 million women in India, menstruation is a way of life”
The period is more than a biological fact. It is a cultural manacle in India. This campaign sheds light on the struggle of menstruating women by choosing a stereotype and relating it to a famous Bollywood movie dialogue or song to strike a chord with Gen Z and Millennials
Type: OOH and Social
Role: Art Direction, Copywriting and Strategy
Master’s Final Presentation
Translation: "The day I was waiting for, the thing I was eager for, the time has come."
Stereotype: Menstrual blood should not be visible.
Translation: "Do you believe in God? God does not f**king care."
Stereotype: Menstruating women should not practise religious activities.
Translation: "Ram loves Leela, Leela loves Ram. The world has no business between them."
Stereotype: Menstruating women are untouchables.
Translation: "Get hold of shame, go down in the syndrome of gutter."
Stereotype: Menstruating women should be isolated.
Translation: "Should I say or remain silent? What I feel today."
Stereotype: Menstruating women should not talk about their periods.
Translation: "I get date after date, but justice eludes me."
Stereotype: Menstruating women should shame themselves.