L& K SAATCHI & SAATCHI bags a gold lion in the glass lions category at Cannes 2017

Law & Kenneth Saatchi & Saatchi bagged a Gold Lion in one of the most contested categories, the three-year old Glass Lions, at the Cannes Lions International Festival of Creativity 2017.

#GiveHer5 is a social movement conceived by Law & Kenneth Saatchi & Saatchi to draw attention to the 5 days over 350 million girls in India (nearly 80% of the country) miss every month, just because of their period. In fact studies show that 1 in every 5 girls in India is forced to drop out of school just because she misses 5 days every month. #GiveHer5 helps give her 5 of ‘those’ days back, so she never misses out on school, her dreams, or her life. All it takes is 150 rupees.

Kick started by Mr. Ashok Kurien and the Ammada Trust, and powered entirely by women (and men) on Facebook, Twitter and Instagram, #GiveHer5 crowd sourced funds to provide and make affordable Saafkins - the world’s first reusable, 12-hour menstrual protection.

On the win, Delna Sethna – Chief Creative Officer, Law & Kenneth Saatchi & Saatchi says “The win has just been an affirmation that only good things can come from doing good! It has proved that when you genuinely step up to make a difference the world has to sit up and take notice”.

Praveen Kenneth - Co-owner, Chairman and Managing Director, Law & Kenneth Saatchi & Saatchi says, “It’s indeed a proud moment. It definitely is a recognition of the team’s hardwork & passion”.  


THE CHALLENGE: India has a crisis no one's talking about. 400 million rural women miss 5 days every month. Just because of their period. The days add up. By 15, 1 in 5 girls drop out. By 35, they’ve missed 3.9 years of their lives.

No place to change. (40% schools lack even a functioning toilet.) No affordable menstrual protection. (Shockingly, 88% use ash/sand for absorption.) And the culturally-ingrained practice of period-shaming and segregation. India’s women were falling behind, for being women.  Saafkins created a solution that corrected the imbalance.  A 12-hour, antimicrobial, reusable sanitary-napkin. For just 2.5$.

The mammoth task was to raise awareness for the 5 days her world goes dark. Get urban women to crowdfund Saafkins and give her ‘those’ 5 days back. Period. Thus #GiveHer5 was born.


THE CAMPAIGN: The main aim was to get the urban privileged to come together to help the underprivileged. But urban India had zero idea about the enormity of the problem.  Or that there was a problem at all. It was unthinkable for them that today’s woman was being held back for something so simple.

To tap into the spirit of sisterhood, we needed to present the problem in a way women could identify with best.

We picked a platform urban women are most active – social media. Then, a popular icon respected and followed by them – Miss Malini. And had her completely disappear, because of her period. Thousands like her followed.

Once back, they shared films/posts to educate, nominated friends to spread the word.  The message was straightforward: 2.5$ changed a girl’s life.  Everything led back to www.giveher5.org to drive donations. Almost immediately #GiveHer5 became a movement.

THE CHANGE: Within just 24 hours of launch: 1.4 million donations collected globally. 40,000 period days covered. India’s biggest TV network, Zee, volunteered to air our films. And through national TV the movement snowballed.

India’s leading anchor, Barkha Dutt. Bollywood’s biggest actors, Varun Dhawan, Arjun Kapoor, Rahul Khanna. Former Miss Asia Pacific, Dia Mirza. Just some of the influencers who pledged to #GiveHer5 - all precious earned media. Their collective online following: 50.75 million.

Major feminist publications/news-channels covered #GiveHer5, breaking the silence on menstrual taboos. Women everywhere came forward to help. Men stepped up and ran marathons to raise funds. Cafes across India’s biggest metropolitans offered to put up our posters.

And then something BIG happened: The Bill Gates Foundation reached out. Saafkins was being considered for the Accelerator Program by Singularity University – a Silicon Valley think tank supported by the likes of Bill Gates and Elon Musk.

In just 1 month, #GiveHer5 had reached 1.2 billion. And helped put back 7.4 million girls back in school. The best part? This was all just the beginning.


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