|Title||LIFE SAVING DOT|
|Product / Service||BINDI|
|Category||C08. Charities, Public Health, Safety & Awareness Messages|
|Entrant||GREY GROUP Singapore, SINGAPORE|
|Entrant Company||GREY GROUP Singapore, SINGAPORE|
|Advertising Agency||GREY GROUP Singapore, SINGAPORE|
|Production Company||HFILMS Milan, ITALY|
|Ali Shabaz||Grey Group Singapore||Chief Creative Officer|
|Ali Shabaz||Grey Group Singapore||Copywriter|
|Sudhir Pasumarty / Sandeep Bhardwaj / Cinza Crociani||Grey Group Singapore||Art Director|
|Karn Singh||Grey Group Singapore||Copywriter|
|Sudhir Pasumarty / Cinzia Crociani / Tan Giap How||Grey Group Singapore||Designer|
|Sandeep Bhardwaj / Sudhir Pasumarty||Grey Group Singapore||Project Manager|
|Gaurav Arora/ Juhi Manwani||Grey Group Singapore||Account Director|
|Marie Tan||Grey Group Singapore||Account Manager|
|Jim Chai||Grey Group Singapore||Senior FA Artist|
|Bobby Koh||Grey Group Singapore||Production Manager|
|Huma Qureshi||Grey Group Singapore||Regional Director, PR & Corporate Communications|
|Yanrong Pang||Grey Group Singapore||Regional Corporate Communication Executive|
|Jacinta Loo||Grey Group Singapore||Producer|
|Timothy Lee / Bobby Aguila / Aaron Tan||Grey Group Singapore||Editor|
|Aaron Tan / Bobby Aguila||Greyworks||Motion Graphic Artist|
|Giovanni Fantoni Madena||Greyworks||Director|
|Matte Chi||Grey Group Singapore||DOP|
Iodine deficiency is a problem that plagues most of rural India. Women suffer the most and are often the victims of Breast Cancer, Fibrocystic Breast Disease and complications during pregnancy. And even though supplements in the form of pills are available, women weren’t in the habit of consuming them. A simple yet non-intrusive solution was needed urgently. Almost every Indian woman wears a bindi - a traditional symbol of beauty. But we realized that these tiny little dots could do more. They could save lives. Talwar Bindis, in association with Neelvasant Medical Foundation and Research Centre, introduced The Life Saving Dot, Jeevan Bindi – an idea that transformed bindis into iodine patches.
Millions of women across rural India suffer from Breast Cancer, Fibrocystic Breast Disease and complications during pregnancy. Most of these cases are linked to an Iodine deficiency. Supplements in the form of pills are available, but women weren’t in the habit of consuming them. The challenge, therefore, was to conceive a clever and unique way to give these women the required dosage of iodine.
The Life Saving Dot is being distributed in 10 villages across rural India. Hence, the total number of women being directly impacted by the idea is close to 50,000. The campaign plan is to introduce the Life Saving Dot across 50 villages in the next 3 months and in 75 villages by the end of 6 months. As a result, millions of women across rural India will soon be able to fight off iodine deficiency disorders with ease.
The audience for this campaign were women across rural India who weren’t receiving the required dosage of iodine. Why it was relevant to them was because most of these women wore a bindi – a traditional symbol of beauty. So, without making any behavioural change, the required dosage of iodine was administered to these women daily. The campaign was launched across a few villages and slowly started extending to other parts of rural India. The Life Saving Dots were distributed to women across rural India via health camps and clinics, as per the original plan.