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Advocacy Campaign on Women Hygiene and Outreach on ensuring access to Sanitary Pads for women in need, during the lock down

GolinOpinion Delhi team in association with Soothe Healthcare (an organization which manufactures sanitary pads under the ‘Paree’ brand name) initiated a national campaign, championing the issue of women hygiene while ensuring provision of sanitary pads to women in need, across states, during the lock-down. The GolinOpinion team noticed that while there was a lot of chatter on basics being provided to the needy, there were almost muted conversations about women hygiene and how these women would procure something that is an absolute necessity for them- sanitary napkins.

With Paree lies a larger social responsibility – to voice the issue of women hygiene and prioritize it; it is always She come First. In keeping with the brand ethos and its commitment towards women hygiene, GolinOpinion ideated on a campaign #SheFirst #PadsAreEssential (#yehbhijaroorihai) which dawned attention on menstrual hygiene and the fact that women menstrual hygiene and hygiene products are an absolute essential and should always be considered a priority, especially during times of crisis, like the current pandemic. This has got everybody thinking about menstrual hygiene and menstrual health which is a step in the right direction.

The campaign was initiated on the 17th of April 2020, in association with CII IWN, Rasoi on Wheels, Punjab Police and in the second phase connected with Municipal Corporation of Gurugram, Government of NCT and District Administration of tier-II/III cities to amplify it Pan -India.

Once the campaign was rolled out on ground, the team strategically roped in celebrity shareholder and influencers to ensure high impact visibility. Imminent personalities like Ms. Gurpreet Kaur Deo, IPS- ADGP- Punjab Police, not only supported the initiative but also appreciated the campaign. Many women stalwarts joined the wave by voicing their support on their Instagram and social media handles- Saina Nehwal, Garima Avtar, Manika Badhwar (Co-Founder, Rasoi On Wheel), Rinki Dhingra (Chairwoman CII-IWN) are some of the Sheroes that applauded the #SheFirst #PadsAreEssential initiative by Paree.

The support shown by Saina Nehwal and Garima Avtar taking the pledge #SheFirst #PadsAreEssential reached over 40k viewers and continues to spiral.

GolinOpinion further went all out to bolster the campaign messaging via media giants like Hindustan Times, Outlook, The Week, Business Standard and YourStory. The campaign got further traction and recognition with Little Black Book, Pitch, Campaign Asia positioning #SheFirst #PadsAreEssential as a path breaking campaign and listed it as top 10 campaigns by the brands in Asia.

The campaign as a result reached out to more than 52 million people, bringing a huge focus on menstrual hygiene and how essential it is to the women. The validator effect came with influencers like Manushi Chillar airing their views on menstrual hygiene and its importance.

Key media coverage clips:

  1. Hindustan Times – Giggles, smiles welcome volunteers distributing sanitary pads in Mohali
  2. YourStory – This former Wall Street honcho started a feminine hygiene brand that clocks Rs 70 Cr turnover
  3. Campaign Asia – Brand-side reactions to the coronavirus crisis in Asia
  4. The Week – Distributed 80k pieces of sanitary napkins

Key posts by celebrities influencers:

Saina Nehwal –  Instagram, 1.4 Million followers. Facebook,  7.58 Million Followers

Garima Avtar – Instagram, 131k followers.

Rasoi On Wheels – Facebook , 25k followers