WaterAid - "Proud Legacy (Radio & Audio)" by PHNX Awards 2024
Результаты фильтра по
| Заголовок | Proud Legacy (Radio & Audio) |
| Агентство | VML Colombia |
| Кампания | Proud Legacy |
| Рекламодатель | Wateraid |
| Бренд | WaterAid |
| Дата первой трансляции/Публикации | 2023 / 3 |
| Продукт | Menstrual Health |
| Бизнес сектор | Институциональные/общественного интереса/некоммерческие организации |
| История | BACKGROUND One out of two women from vulnerable communities in Colombia lives in menstrual poverty. They cannot afford menstrual products due to their limited income, which leads them to use unsuitable elements such as toilet paper, rags, and socks, resulting in severe urinal and vaginal infections and reproductive health issues. Additionally, the stigma around menstruation and lack of education, causes young women to skip almost 20% of school days, so ¿how can we give them a lasting solution, give them proper menstrual education to break down bias around this natural subject? IDEA Drawing inspiration from their Afro-Indigenous heritage, we gathered women of all ages in a sewing studio to revive the tradition of making sanitary pads. Combining tradition with innovation, we started a conversation about menstrual health and education, empowering women to know their bodies and prevent health issues such as vaginal and urinary infections, anemia, low estrogen levels, and even spontaneous abortions. By encouraging women to understand their menstrual flow and blood color, we equip them with the knowledge to detect and address potential health concerns early on. Our work not only promotes physical well-being but also celebrates the rich cultural heritage of these communities. STRATEGY In Colombia, menstrual poverty affects one out of two women in vulnerable communities. The cost of sanitary pads exceeds their daily income by 148%, making it challenging for them to afford adequate menstrual products. Consequently, they resort to using unsuitable alternatives such as toilet paper, rags, and socks, resulting in severe urinary and vaginal infections and reproductive health issues. We sought to address this pressing issue and partnered with WaterAid Colombia to embark on a transformative journey. Together, we traveled to Tomarrazón, a forgotten territory in La Guajira, Colombia, to provide every woman with a sustainable, affordable, and eco-friendly solution to menstrual poverty. We also conducted menstrual education sessions to dispel the stigma, taboo, and bias surrounding menstruation. We aimed to empower every generation of women to embrace their menstruation with pride and dignity. EXECUTION To combat menstrual poverty in Tomarrazón, La Guajira, Colombia, we established a sewing studio as a safe space for women. Here, we taught three generations of women to sew their sanitary pads and reimagine them with innovation. We incorporated fabric patterns with a blood-color guide to enable women to compare their menstrual flow and detect menstrual-related health conditions. These pads are self-made, reusable, and designed for lasting access, guaranteeing a sustainable and affordable solution for menstrual poverty. Our experience in Tomarrazón inspired us to create art and music pieces that we showcased in the capital city, Bogotá. Hundreds of people learned about our project and engaged in a conversation about menstruation, a topic rarely discussed before. Our aim was to familiarize people with the different stages of menstruation, including menarche, menstruation, and menopause, and educate them to break the taboo surrounding menstruation. OUTCOME · 100% of Tomarrazón's women got their menstrual rights guaranteed. · Tomarrazon's women now have access to hygiene tools for four years and a lasting solution to menstrual poverty. · Tomarrazón is now the first territory in Colombia to ensure 100% menstrual rights for women. · We transform heritage into an educational way to embrace the Menstrual Cycle with pride. · The sewing studio is now replicable throughout Colombia. |
| Тип медиа | Анализ ситуации |
| Длина |
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Drink Up HD 1080p 56 MB
- БРЕНД:
- Partnership For a Healthier America
- АГЕНТСТВО:
- VML