The Communication Goal
India is a nation of contradictions. It is a thriving economy but it's still a country where 53% don't have access to toilets. India leads the world in open defecation. At least 636m Indians lack toilets. The need of the hour was to educate women about hygienic practices whist driving behavioural change.
The Situation Analysis
India has one of the poorest health and hygiene standards in the world. India is a country where country where 53% of the population does not have access to a toilet.
India leads the world in open defecation. At least 636m Indians lack toilets.
With the lack of toilets women need to go outside before sunrise to defecate which is not only a health hazard it also a safety issue.
Men can go anywhere it is the women who needs to suffer. This problem of open defecation further elevated by the incident of gang rape of 2 girls who had gone to defecate in the open.