Unipads - "Adeli (Board)" by PHNX Awards 2023
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| Titel | Adeli (Board) |
| Agentur | VMLY&R India |
| Kampagne | Adeli |
| Werbende | Unipads |
| Marke | Unipads |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2022 / 3 |
| Produkt | Unipads Reusable Sanitary Pads |
| Geschäftsbereich | Hygiene, Körper- & Schönheitspflege |
| Story | Background: Adeli is a word used in Gujarat (a state in India) for women who are menstruating. Adeli means touched, unclean, possessed or stained. These women referred to as ‘Adeli’ are banned from entering commercial and household kitchens. Many of these women are daily wage workers in commercial kitchens like restaurants, schools, temples and food factories. They are forced to take leave during their periods resulting in up to 21% loss in monthly income. Unipads, a reusable sanitary pad brand wanted to change this and erase the taboo associated with women cooking and working while menstruating. While advocating for these daily wage earners the brand wanted to change this practice followed by the food industry. Idea: Unipads created the most taboo restaurant that debunked an age-old prejudice and launched a movement called Adeli. Menstruating women were invited to cook for the very first time. A special menu of curated taboo dishes were cooked and served by menstruating women recruited through newspaper ads and community radio. Politicians, restaurant owners, change-makers, and community leaders dined and became a part of this movement. It was covered by the news media on Women’s Day to raise awareness around this issue. 5 different NGOs also helped add to the conversation. This forced people to ask their favourite restaurants if they allowed menstruating women to cook. 300+ restaurants appealed to The National Restaurant Association to create guidelines and protect the rights of menstruating women to enter the kitchen and cook. A legal support helpline was also created for women to report any employer discriminating. Describe the results / impact 1400+ businesses pledged to stop this discrimination. 5000+ National Restaurant Association of India members are now taking steps to protect the right of menstruating women in kitchens. Federation of Hotel, Hotel Association (Western India), National Restaurant Association of India, Heritage Hotel Association, International Hotel & Restaurant Association, and Ahmedabad Hotel Restaurant Association have joined the conversation. The Ministry of labour, skill and employment asked stakeholders in the food-industry to stop this practice. The speaker of the legislative assembly encouraged this initiative to empower women economically. Akshay Patra, an organization serving 5 million+ meals daily has joined the initiative. On Women’s Day alone the initiative reached millions of people – impressions include: BBC(420k) VTV(120K) 108.7 Nazariya(400k). Leading newspapers and portals like Mirror, Divya Bhaskar, NavGujaratSamay, Prabhat, Zee5, APN, Indian BusinessLine, EDTimes, ConnectGujarat, Sugarmint, Navjeevan Express. |
| Medientyp | Case Study |
| Valerie Madon | Chief Creative Officer, Asia |
| Mukund Olety | Chief Creative Officer |
| Mahesh Ambaliya | Copywriter |
| Sunil Shinde | Art Director |
| Harish Jadhav | Art Director |
| Ipsita Barik | Creative |
| Sejal Choudhary | Brand Manager |
| Shivali Sharma | Creative |
| Balbinder Hoonjan | Client Servicing |
| Akshay Madhavan | Director |
| Shabbir Motiwala | Producer |
| Junaid Pandrowala | Producer |
| Saurabh Pal | Editor |
| Gauz Kazi | Editor |
| Hriju Roy | Music |
| Arjun Makwana | Art Direction |
| Devashish Vaghela | Art Direction |
| Pravin Ahir | Art Direction |
| Amol Pradeep Kadam | Cinematographer |