#GIVEHER5

Title#GIVEHER5
BrandTHE AMMADA TRUST
Product / ServiceSAAFKINS
EntrantTHE AMMADA TRUST Mumbai, INDIA
Idea Creation LAW & KENNETH SAATCHI & SAATCHI Mumbai, INDIA
Additional Company THE AMMADA TRUST Mumbai, INDIA

Credits

Name Company Position
Delna Sethna Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Chief Creative Officer
Priyanka Prakash Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Creative Director
Meghna Das Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Group Copy Head
Divyang Pandya Law & Kenneth Saatchi & Saatchi Pvt. Ltd. Agency Producer

The Campaign

#GiveHer5 – a women-powered movement that returns the 5 days her period takes away. But first, we needed urban women to empathise. For millions in India, having their period means having their world go dark. So to kickstart the movement, we went dark too. We got India’s most influential female blogger to go offline because of her period, with #GiveHer5. And thousands followed. They came back online to share films that raised awareness on the implications of missing 5 days: Film 1: How millions are forced to drop out. Film 2: How millions are forced to miss out on a future. Film 3: How millions are forced to miss out on life. Fact-based posts on Facebook/Twitter/Instagram further amplified the issue. The simple call to action: donate on www.giveher5.org to give her 5 of those days back. Almost immediately, the nation united. A movement was born. And so the crowdfunding began.

Creative Execution

On 5th March 2017, Miss Malini goes offline because of her period, with #GiveHer5. Her 7.28 million followers across her blog, Facebook, Twitter, Google+ and Instagram are left in the dark. Soon thousands go offline. And conversation explodes. “It’s regressive for your period to stop life completely.” They come back online to share films that reveal: this is a reality for 400 million women in India. Just 2.5$ will #GiveHer5 of those days back on www.giveher5.org. Social media posts create awareness, and the message reaches home. Donations start pouring in. March 18th: Major TV network Zee, volunteers to air our films. Through national TV, the movement snowballs. March end, India’s biggest influencers have pledged to #GiveHer5. Their online following: Barkha Dutt: 12.15 million Varun Dhawan: 15.1 million Dia Mirza: 7.89 million Arjun Kapoor: 15.61 million #GiveHer5 can now reach millions across the world.

Within 24 hours of launch: 1.4 million collected. 40,000 period days covered. Donations across India, New York, London, Australia, France, Switzerland, and well, everywhere. India’s biggest TV network, Zee, volunteered to air our films on major channels. India’s leading anchor, Barkha Dutt. Bollywood’s biggest actors, Varun Dhawan, Arjun Kapoor, Rahul Khanna. Former beauty queens and top Twitter influencers, Dia Mirza and Lara Dutta. Even Facebook’s COO, Sheryl Sandberg. All pledged to #GiveHer5. All precious earned media, giving the moment momentum. Leading feminist publications, news channels, advertising publications, covered the campaign, breaking the silence on menstruation taboos. Variety magazine offered to run a full page ad. Major brands like Bisleri spread the word. Men stepped up and ran marathons to raise funds. Cafes across India’s biggest metropolises volunteered to put up our posters. In just a month: 1.2 billion people reached. Millions already back in school. #GiveHer5 is just getting started.

#GiveHer5 started as a fundraising website that was taking on a problem of mammoth proportions: giving 400+ million girls in India the menstrual protection they need. Today #GiveHer5’s snowballed into a global campaign. Films on India’s biggest TV network. A marathon that raised funds. Posters in cafés. A full-page ad in Variety Magazine. A social media movement powered by Twitter’s top influencers – all earned media. #GiveHer5 has grown – across media and geographical borders. Collecting donations, adding 5 days to her life, one Saafkins at a time. 2 months in, it’s safe to say, this is just the beginning.

We wanted #GiveHer5 to be a movement powered by women. Where the urban privileged came together to help the underprivileged. But urban India had zero idea about the enormity of the problem. Or that there was a problem at all. It was unthinkable for them that today’s woman was being held back for something so simple. To tap into the spirit of sisterhood, we needed to present the problem in a way women could identify with best. We picked a platform urban women are most active – social media. Then, a popular icon respected and followed by them – Miss Malini. And had her completely disappear, because of her period. Thousands would follow. Once back, they would share films/posts to educate, nominate friends to spread the word.The message was straightforward: 2.5$ changed a girl’s life. Everything led back to www.giveher5.org to drive donations. To give her Saafkins. To #GiveHer5.

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