#NoMoreLimits
Overview
WASH United, a Berlin-based non-profit, created Menstrual Hygiene Day (MH Day) to raise awareness about the state of menstrual hygiene in India. I worked as a creative consultant and copywriter on this project, and got the opportunity to tell real, compelling stories through animated films, long form letters and comic gifs.
Team and brief alignment
The project began with an alignment meeting to ensure that the team, which was spread over several cities, shared a common goal and vision for the project. For me, it was about breaking the ice, understanding the strategic approach and defining roles within the team.
Finding Real Heroes
Part of the strategy was to create a mental shift in the perception of menstruation. I found real stories of those who challenged the status quo and scripted short digital animated films about them.
Letters of Good Intent
For social media, I interviewed women to collect true stories based on their experiences around menstrual hygiene. I retold these stories as fictionalized letters to add a sense of intimacy.
Change the Script
What would iconic scenes in films (Hollywood or Bollywood) look like if they engaged with periods in a positive way? I came up with Change the Script as a way to speak through pop culture and engage our audience in a light, yet meaningful way. I scripted the panels and visualised the scenes.
Impact
The campaign reached over 13 million people in India and built momentum for a petition to make menstrual hygiene education compulsory in schools. To date, over 35,000 people have signed. #NoMoreLimits trended on Twitter on Menstrual Hygiene Day, 2018 and the campaign won a Shorty Award.
The experience left me with a sense of gratitude for the opportunity to make a small difference.