#GiveHer5 is an initiative created by the Advertising agency L&K Saatchi & Saatchi. It addresses a topic which is very critical in our country but is never talked about: Female sanitation during menstruation. The statistics of the agency say that 80% of the girls in India are not able to attend school during their periods due to lack of proper sanitation. There are many obstacles, affordability being one of them. The worst part is that girls don’t know how to absorb their period so they use unsanitary cloth, ashes and husk sand. And even if they do have pads, they don’t have any place to change them because the schools don’t even have a common toilet.
To increase awareness about this topic, the agency created a very creative video spot. The spot is simple but it speaks volumes. It starts with the scene of a classroom and the numbers of girls keep decreasing. Also, the statistics say that every 1 in 5 girls has to drop out school because of their periods.
It is shocking that menstruation, a common part of every female’s life, can lead a girl’s life to illiteracy. What this initiative tells us that there is more to periods than just PMS, bloating and cramps.
The video by Ashok Kurien, kick started the initiative but the initiative saw great support by the social media platforms like Facebook and Twitter. Celebrities like Varun Dhawan and Arjun Kapoor pitched in and pledged to #GiveHer5. The website and the spot urged the viewer to donate 150/- to the organization. By donating this small of an amount, a girl will get one year supply of Saafkins.
Saafkins are a new technology sanitary pads which are hygienic, comfortable and reusable. One napkin can be 60 times before getting. The Saafkins are made of LivingGuard technology which makes the pad hygienic and wearable.
While commenting on the launch, Ashok Kurien, Founder/Executive Trustee – The Ammada Trust said, “80% of Indian women cannot afford Sanitary Napkins – so they use unhygienic cloth. 20% of girls drop out, or miss 5 days of school every month. The Saafkins were invented to put these millions of underprivileged girls back in school and help them complete their education. A Unique World Class Technology Product for just Rs.12 a month! We owe this to our girls!”
Delna Sethna, Chief Creative Officer, Law & Kenneth Saatchi & Saatchi said, “We so have the luxury as urban women to ignore our period. 80% of the female population find their lives coming to a literal standstill for 2-5 of “those” days. We wanted to focus our efforts and impact the lives of the young school going girls, who more often than not drop out of school, rather than deal with the embarrassment (lack of sanitary protection, bathrooms, you name it), of their period. The math, when you put it out there is hard to refute: Rs150. Keeps one girl in school. For one whole year!
Read Saafkins Sanitary Pad Review