Cannes Contenders – The Health Purse

An Indian multinational car manufacturing company Mahindra Rise has taken an initiative to create awareness amongst women in rural India against the Breast Cancer disease through campaign ‘The Health Purse (Sehat Ka Batua)’. #RiseForGood


Problem

The incidence of breast cancer is on the rise in rural India but women are unaware of simple self-examination steps that can detect breast cancer early. These women live in media-dark areas, so conventional media doesn’t reach them. Moreover, culturally these women are not open about such issues. Could we remind them in a way that is discreet and personal, so that checking themselves becomes a habit?

Idea

These women have a unique practice – they keep their purses in their blouses to protect their money. Can this habit also protect them from breast cancer? We designed purses with illustrative visuals of women checking themselves – which served as a reminder medium to perform the simple breast self-examination steps given inside.

Implementation

The purses were distributed during health awareness drives in Madkepada, Belwadi, Kinipada, Katkariwadi, Sutarpada, Warkhanda among other villages in Maharashtra. Women were taught how to perform a breast self-examination at home, before giving them the purses that serve as a reminder. The initiative will be scaled up to reach even more women in media-dark parts of the country.



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