“Swasth Mahila, Swasth Bihar” (Healthy Women, Healthy Bihar) is a campaign conceptualized by Purpose and was executed in Patna, India.
The campaign highlights the need for women to receive health services, in particular family planning services with care and dignity - not just in crisis, but at all times. The campaign implementation coincided with the Covid-19 pandemic. Overnight, the world went digital and our target audience of lower income women became even harder to reach. The pandemic challenged us to innovate and come up with new ways to drive towards outcomes with limited access to engage with women. We constantly adapted our approach as the situation evolved and built a campaign that has involved online and offline activations, raised awareness and recognition of the issue. To engage with our less social media friendly audiences, we created easy to comprehend content in video and audio byte format.
The visual language drew inspiration from local and traditional art forms such as Manjusha art, Madhubani painting and Sujini embroidery. The bold and unique visual identity helped the campaign stand out from other campaigns in the sexual and reproductive health space. This was further strengthened by collaborating with artists on ground and conducting co-creation workshops with them to help us understand how to communicate campaign messages to the general public in Patna. The use of art helped us reach out and engage with over 50,000 women and led to over 450 press mentions in the state.
Gold in Digital Design for Social Change 2021
Manika Garg, Purpose ; Suma Balaram, Purpose; Mallika Arya, Purpose; Megha Chadha, Purpose; Gayatri Varun, Purpose; Yash Dang, Purpose; Harpreet Ba...