Contrary to expectations, and shocking even medical practitioners globally, this is unusual considering that women in cities and towns have far more access and exposure to information and healthcare facilities than their rural counterparts. This anomaly is indicative of the gap between the information, the messaging and the intended recipients of that message.

Conceptualized to bridge that chasm, Project Streedhan has been crafted creatively in a form that will appeal and resonate with urban women; one that motivates and inspires rather than lectures.

The campaign attempts to equate the importance of purity of gold – a precious metal – with that of the iron count in a woman’s body – another precious metal, as it were.

The launch of Project Streedhan has been strategically timed to coincide with the Dhanteras festival of 2019 and urges women to invest in Iron and not only gold.

Given that the critical cause of Anaemia in women is iron deficiency, brought about by lack of balanced diet and nutrition, Project Streedhan exhorts women to give the same importance to Iron as to gold, and to invest in it by improving their nutritional habits, eating healthy iron-rich foods, thus reducing iron deficiency in their bodies.

The campaign has started receiving positive commendations already. Dr. Rajan Sankar, Director Nutrition, Tata Trusts, commented, “In my long years in the field of nutrition the one thing that is easily noticeable is that governmental efforts tend toward the rural side of most nutritional issues, where it is indeed expedient. In the urban context, nutritional crises are mostly due to information bias, or poor communication among target communities, who may otherwise be financially secure. This is especially true for Anaemia among urban women. This is something communication can solve very easily, but somebody has to take charge of it. I congratulate the Streedhan campaign for attempting to do so. Strangely, to think that half of the educated, urban women are unaware of their Anaemic conditions is a caustic reminder also of the gender bias at play – where women have always put themselves last in line for the family’s health. This campaign will correct that perception”.

Shedding light on the idea and premise of the campaign, Swati Bhattacharya, CCO, FCB Ulka said, “Iron deficiency has seen many awareness campaigns. Still, 1 out of every 2 women suffers from iron deficiency. Sometimes it not what you say but how and where you say it, that creates the bigger impact. This Dhanteras, when women are thinking of investing in gold, the Streedhan campaign gets them to think of investing in another metal. Something that turns to gold inside them – iron. The real Streedhan is Iron. Also, what’s so heartening is that so many jewellers across the country have come forward to support this message!”

Discussing the digital footprint of this campaign, Chandni Shah, COO, Kinnect said, “Iron deficiency is more common than anyone might think, but a woman’s inclination to do something about it is not half as common. The power of using digital icons to drive awareness cannot be underestimated, and we are so proud to associate with socially-conscious celebrities like Radhika Apte and Soha Ali Khan to reach millions of women across India. Through digital, we have inspired women with an extremely relevant message and urged them to take a crucial step towards their health this festive season”.

In an interesting development since the campaign was planned, over 50 leading jewellers across the country have also signed up to support the Project Streedhan initiative and have pledged to spread the message among their key customers, who happen to be almost exclusively, women. Some of these include well-known names such as Hazoorilal Legend and MBJ (North) NAC Jewellers (South), Kundanlal Jewellers (West) and DK Bengal Jewellers (East).

The elements of the campaign have been chosen carefully to reach the intended audience of urban women – reaching them through a powerful film and messages on social media (#investiniron), through influencers and unique initiatives like creation of edible iron rich jewellery and installations in strategic spots like the Gold Souk Mall in Gurgaon etc. NGOs working in the area of nutrition have also been reached out to, to further the message.

Project Streedhan is a CSR initiative of DSM, a global major specializing in solutions for Nutrition, Health & Sustainable Living.

Tags:
Indian women, FCB Ulka, CSR initiative, Nutrition, Health, Sustainable Living, #InvestInIron, Anaemia

Hard Kaur
Making it big as an artist is a struggle in itself. The struggle gets even harder when you’re a woman. Hard Kaur talks about how she has had to rely on her inner strength to be taken seriously as a hip-hop artist. She talks about feeling disconnected from everything around her before stumbling upon her art-form. In her own words, it has been her refuge for all these years. Hip-Hop has been a place that has given Hard Kaur a sense of belonging. She shapes her world by doing things her way, or no way at all.

Mandira Bedi
A career in live broadcasting has taught Mandira Bedi to truly live in the moment. From dealing with ageism to parenting her kids all by herself, she’s had a lot to overcome but has always come out stronger on the other side, with the help of her biggest support system, her mother. This is how she shapes her world.

Aditi Singh Sharma
Aditi Singh Sharma is the epitome of human strength regardless of her gender. She faced difficult situations in life with a fierce spirit and stuck with her music throughout. Her philosophy of life is to go all the way in whatever one does. She encourages others to work hard, love strong, and be extremely happy. Despite being the new kid on the block at the start of her musical journey, Aditi Singh Sharma shaped her own world, and her success speaks for itself!

Jwala Gutta
Stereotypes do not leave women behind even in the realm of sports. Jwala Gutta is the prime example of someone who has fought a ton of prejudices in order to strike a balance between her personal life and her career. She has a flair for proving her doubters wrong, and that is what her career symbolizes. She has never shied away from voicing her opinions even when it means taking on trolls. Jwala Gutta shapes her world by being her unapologetic self at all times!

The Singh Sisters
Gender bias has been a problem plaguing the lives of The Singh Sisters ever since the early stages of their lives. They have had to shun snide comments, societal doubt, and subtle mockery to reach where they are today. As detailed by the sisters themselves, their struggle has now begun to inspire other female players to pursue basketball. The Singh Sisters have shaped their lives by being brave about their career pursuits. #IShapeMyWorld

Radhika Apte
Radhika Apte is a name familiar to almost every youngster in the country. Her recent works as an actor have acquired much acclaim and applause from critics and audiences alike. However, the journey that has led to her success has not been one without bumps and hurdles. Radhika has faced everything thrown at her face with grace and courage. She has paved a way for herself in the acting industry even though she comes from a family of doctors. Radhika Apte shapes her world by adhering to her own beliefs and questioning the norms around her.

Parvathy Thiruvothu
Parvathy has waged wars against misogynistic portrayals of women in mainstream movies without any sense of fear. She believes in not making any noise about her deeds and letting her actions do the work. Parvathy describes her state-of-mind as raw and makes it okay for others to be the same. She shapes her own world by being unafraid when it comes to putting forward her views.

Shipra Khanna
Shipra’s life has not been the smoothest of rides. However, surviving a toxic married life didn’t stop her from her becoming a chef who is renowned all across the country. Societal viewpoints never stopped Shipra from winning Masterchef India. Her ideology and the actions supporting it acts as inspiration for women everywhere. She inspires people to be courageous and independent. Shipra Khanna shapes her world by going straight and strong!

This Digital campaign is about:
Levi’s, Shakti Mohan, Bani J, Mallika Dua, Anjali Lama, Ileana D’cruz, Huma Qureshi, Sapna Bhavnani, Shipra Khanna, Parvathy Thiruvothu, Radhika Apte, Swara Bhaskar, Shradha Sharma, The Singh Sisters, Jwala Gutta, Aditi Singh Sharma, Hard Kaur, Digital Campaign, Women, #IShapeMyWorld, Best digital campaigns, Creative campaign, Women Empowerment