Describe the creative idea

The tactile audiovisual site was designed to illustrate the connectedness and domino effect of impact of the Saathis (digital companions) to their communities. Women in rural India could easily access and navigate the site from the palm of their hands using a mobile phone, drawing to the narrative of empowering women by providing access to information and opportunities. The homepage opens with a droplet of water creating a visual ripple that emanates throughout the site and connects Saathi women in relation to their physical location in India. To lean into the power of personal connection and influence, each Saathi crafted and delivered her story in her own words, her own voice, and her native language. The accompanying written story is available in both English and Hindi for accessibility with a broad audience. As a visitor, the effect is as if you’re traveling across India speaking directly to each Saathi.

Describe the execution

The responsive site launched on International Women’s Day 2021 in conjunction with a #WomenWill event for the broadest exposure and engagement. Simple visual instructions lead visitors through the site, providing rural Indian women and other global visitors easy access and seamless navigation. With the touch of a finger, visitors can scroll through the main page and tap to hear and read a Saathi’s story. Geolocation filters help visitors explore stories across villages and regions and each Saathi can also be searched by name. While the site was initially created for 100 stories, it had since been adapted to accommodate many more. Through the use of the Saathis’ own words and voices, the site illustrates the power of advancement and growth propelled by community leaders and entrepreneurs. The Saathis’ stories were spoken in Hindi, much like how most Saathis interacted with the women in their villages whom they were training, replicating a true sense of camaraderie and sharing collective wisdom. The Saathis spoke of their own struggles and how they overcame them, giving inspiration to other women visiting the website. Due to the pandemic, we could not travel to the remote villages where the Saathis are based. Using the very devices they had been trained to use, the Saathis captured their own audio and imagery.