Carmesi: The Period Girl – An innovative depiction of underprivileged girls on periods, frame by frame

Carmesi – India’s first premium biodegradable sanitary napkin launched its awareness campaign, The Period Girl this week. The campaign conceptualised by FCB Ulka is an innovative depiction of underprivileged girls on periods, frame by frame. The beautiful storytelling behind the frames conveys the message that for women, life shouldn’t stop when periods start!

Instagram Stories are massive. Everyone who’s anyone loves them. Top brands use Stories regularly. It is said that on an average an Instagrammer spends 25 to 30 minutes tapping on Stories. What better reason for a brand that was built on Instagram to do its first CSR campaign – using Stories as a medium.

Carmesi works closely with a group of NGOs together they have a social initiative called Unified In Red. They organise workshops on Menstrual Health for underprivileged girls. They donate pads to girls in need, educate them about their bodies, teach them good hygiene practices and encourage open conversations around menstruation. Every pack of Carmesi bought goes into funding these activities.

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Imagine a girl of 12, who runs faster than the wind. Her two little pigtails swaying with determination as she zips past the finish line. Imagine her excitement as she rushes back home, shining brighter than the gold medal resting in her palm. Sadly, this might be her last win. Once she starts menstruating, she might not come home with any gold. Because in India, 58% of school girls don’t participate in any sports during their periods. Lack of access to hygienic period products, and little to no knowledge about menstruation are the key factors that contribute to this staggering statistic. But, LIFE SHOULDN’T STOP WHEN PERIODS START. You can help #KeepHerGoing. Follow the link in our bio to know how.

A post shared by Carmesi (@mycarmesi) on Feb 2, 2020 at 6:14am PST

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Gauri loves festivals. She loves making Rangoli every morning, dressing up, putting mehndi on her palms, and most of all, helping her grandma make delicious sweets. It’s the one time of the year when the whole family comes together, and the air smells of incense sticks and pure joy. This Diwali though, Gauri won’t be a part of the festivities. She won’t be allowed to help in the kitchen, and she won’t be included in the evening aarti. The smell of incense will not make her feel pure, because in the eyes of God, she’d be ‘impure’. 75% of girls in India are not allowed to pray during their periods. Numerous taboos and superstitions, and little to no knowledge about menstruation are key factors that contribute to this staggering statistic. But, LIFE SHOULDN’T STOP WHEN PERIODS START. You can help #KeepHerGoing. Follow the link in our bio to know how.

A post shared by Carmesi (@mycarmesi) on Feb 4, 2020 at 8:42am PST

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This is the story of 5 inseparable friends – Anu, Minu, Tinu, Sonu, and Ninu. They love walking together to school every day. They idolise Jaya Miss (their English teacher), share their lunches, pass secret notes in the classroom, are the first to participate in dance competitions, and love playing kho-kho in their break time. Sadly, only 1 of them will continue going to school next year. In many parts of India, 1 out of 5 girls drop out of school when their periods start. Lack of access to hygienic period products, and little to no knowledge about menstruation are key factors that contribute to this staggering statistic. But, LIFE SHOULDN’T STOP WHEN PERIODS START. You can help #KeepHerGoing. Follow the link in our bio to know how.

A post shared by Carmesi (@mycarmesi) on Feb 5, 2020 at 7:55am PST

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Did you know that in India, 74% of girls don’t go out during their periods? They aren’t permitted to play with their friends, or do any outdoor activities, because it would make the others ‘impure’. Lack of access to hygienic period products, and little to no knowledge about menstruation are key factors that contribute to this staggering statistic. But, LIFE SHOULDN’T STOP WHEN PERIODS START. You can help #KeepHerGoing. Follow the link in our bio to know how.

A post shared by Carmesi (@mycarmesi) on Feb 3, 2020 at 6:11am PST

Speaking on occasion, Tanvi Johri, Carmesi’s founder, says, “This campaign is very close to our hearts because it’s a beautiful depiction of a rather painful reality. To see the Period Girl in all her childhood innocence, being crippled by something as basic as Periods touches a chord in people. It forms an instant connect with the viewer. And it doesn’t just end there; it allows the viewer to help keep her going by directing them to our social initiative – Unified In Red, by educating them about the efforts we have undertaken to make period positivity a reality.”

FCB Ulka Delhi has crafted the creatives for the campaign and Surjo Dutt, National Creative Director, FCB Ulka quips, “It’s a great way to start an Instagram only CSR awareness campaign. First for FCB Ulka and rare for Indian brands.”

Anusheela Saha, Group Creative Director, FCB Ulka, spearheading the campaign says, “We felt the Instagram Stories tapping action could be put to good use. So we created Story frames like stop-motion animation frames. Tapping on could make the Period Girl keep moving on so that she doesn’t stop when her periods start. Its engaging and yet cause
centric”

Tags:
Carmesi The Period Girl, Biodegradable Sanitary Napkin, NGO, Instagram Stories, CSR campaign, Digital Campaign, Advertising, social initiative, Unified In Red, Menstrual Health, CSR Awareness Campaign