#SheFirst

THE TASK

Advocacy campaign #SheFirst #PadsAreEssential by Paree on women ensuring access to sanitary pads for women in need during the lock down. A campaign that stood behind the menstrual dignity of every women and position Paree as the women hygiene brand that every women can trust.

INSIGHT

Women are far more vulnerable to contagions when they are menstruating and, in this pandemic, there is a need for us to be more cognizant of this fact than ever before. The call to action for brands is to step forward to help with essentials for women, which includes making sanitary napkins available apart from other essential items.

WHAT WE DID

Paree, took up the cause to reach out to women through various associations and authorised government bodies and distributed close to 2,00,000 sanitary pads across India. The distribution of pads were done in association with CII IWN, Rasoi on Wheels, Punjab Police and in the second phase connected with Municipal Corporation of Gurugram, Government of NCT and District Administration of tier-II/III cities to amplify it Pan -India. Imminent personalities like Ms. Gurpreet Kaur Deo, IPS- ADGP- Punjab Police, Saina Nehwal, Garima Avtar, Manika Badhwar (Co-Founder, Rasoi On Wheel), Rinki Dhingra (Chairwoman CII-IWN), not only supported the initiative but also appreciated the campaign.

RESULTS