01 — Objective
On National Girl Child Day 2020, Times of India wanted to start a conversation about menstruation. While we might expect that to be prevalent already, this campaign (digital + print) was much needed.
02 — Insight
Shame and open conversation cannot exist together.
So, to start a conversation, we need to start by questioning the shame associated with menstruation.
03 — Creative process
We explored different options to bring out the element of shame, while keeping the theme of the TOI brand in India. It was also important to keep in mind the mass audience that this newspaper reaches out to, everyday.
More on this in the deck below.
