FCB Ulka gets Project Streedhan to raise awareness on anaemia among women

25 Oct,2019

By A Correspondent


A campaign that emanates out of the fact that India ranks the highest in world for prevalence of anaemia among its women, has been launched to capture a more startling fact – that more than 50 per cent of women in urban India are also anaemic.


Creative agency FCB Ulka has conceptualised Project Streedhan equates the importance of purity of gold – a precious metal – with that of the iron count in a woman’s body – another precious metal, as it were. The launch of Project Streedhan has been strategically timed to coincide with the Dhanteras 2019 and exhorts women to invest in Iron and not only gold.


Shedding light on the idea and premise of the campaign, Swati Bhattacharya, CCO, FCB Ulka said: “Iron deficiency has seen many awareness campaigns. Still 1 out of every 2 women suffer from iron deficiency. Sometimes it not what you say but how and where you say it, that creates the bigger impact. This Dhanteras, when women are thinking of investing in gold, the Streedhan campaign gets them to think of investing in another metal. Something that turns to gold inside them – iron. The real Streedhan is iron. Also, what’s so heartening is that so many jewellers across the country have come forward to support this message!”


Discussing the digital footprint of this campaign, Chandni Shah, COO, Kinnect added: “Iron deficiency is more common than anyone might think, but a woman’s inclination to do something about it is not half as common. The power of using digital icons to drive awareness cannot be underestimated, and we are so proud to associate with socially-conscious celebrities like Radhika Apte and Soha Ali Khan to reach millions of women across India. Through digital, we have inspired women with an extremely relevant message and urged them to take a crucial step towards their health this festive season”.



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