PROACTIVE FOR HER
Pitch Overview
The brand ProActive for Her is seeking a social media marketing strategy to create brand awareness and increase engagement by building a safe space for women to discuss their sexual health that their UTI and STI kits aim to promote.
While the pitch, made by Cryptic Intel includes a digital as well as a creative strategy, as their senior visualiser, it was my direction to anchor the art direction for two creative routes, and better explain the overall concepts of each via content and creatives.
The two concepts were plotted with Senior Content Creators, Dhrouv Poojari and Srishti Sunderesh- 'Welcome to SIN-DIA' to blatantly point out the problems women face as a part of a society ignorant towards sexual health, and 'Rood Old Days' to call out the older generations that refused to adapt a more open and accepting culture towards the same.
Creatives per route were categorised across three content buckets- the product (to speak about the brand's product catalog and its corresponding attributes), the lifestyle (to highlight the problems and norms around the society as a whole), and topical (event- based creatives).
Next, it was my task to plot clear art directions towards each concept- keeping in mind the hero of each story was to be a woman. While one route was chosen to be highly illustrative with a focus on feminine colours aimed to remind of the very sexual colour red, the second route chose a more humorous approach, re-contextualising old and traditional, but extremely popular creatives from pop culture media to make a point.
Please note: the creatives were made in collaboration with Cryptic Intel's design team.
ROUTE 1: WELCOME TO SIN-DIA
Insight: Abiding to culture is second nature to us.
Idea: ‘Taboo’ subjects like sexual health and period health became taboos because of our prevailing socio-cultural landscape. Indian women are not the same as women across the world and so we shouldn’t address our health the same way. Instead, we make the conversation real and progressive by bringing it closer to home. Embracing the ‘Indian-ness’ and thereby making them taboo-free.
Execution: Adapting the desi to our current aesthetic, along with real-life scenarios that only we Indian women face; we create relatable communication that chuckles the heart.
THE PRODUCT BUCKET
PRO-HEALTH
No two people are the same. No two problems are the same. In this pillar, we convey our brand services differently, by breaking the generic mold.
Through convenient, non-judgemental and trustworthy offerings we encourage our audience to take the next step towards a healthy lifestyle.
It’s for them, by them and all about them.
THE LIFESTYLE BUCKET
PRO- YOU
A woman’s health is so much more than just her body.
Through this pillar, we address the discomforts faced by Indian women in particular, and bring
about a progressive change in our attitudes, to bring out a progressive change in our country.
THE TOPICAL BUCKET
PRO- TODAY
Gone are the days of smuggling pads under books or shrugging sex as locker room talks.
Through this pillar, we speak about the relevance of health with what’s relevant today.
ROUTE 2: ROOD OLD DAYS
THE PRODUCT BUCKET
BE SMART
Tapping into emotions women have to deal with while explaining extremely normal, healthy things to the people around them, let’s sell our products in ways that are unlike usual.
Instead of showing the product blatantly, the idea is to highlight how and when the product helps and works. Equipping audience with the courage to make certain decisions, encourage healthier
habits via healthier relationships with the people around and between the body & mind.
By normalising the emotions felt and reassuring women that they are not wrong, the product holds a lot more meaning.
THE LIFESTYLE BUCKET
BE YOU
This is everything relatable!
The “yuck” you had to deal with when you brought up periods, the “you hit like a girl” you heard the boys in school laugh about, the “go get your brother tea” you put up with, the feeling of happiness you felt when you found a boy that wasn’t totally cringe; and the subsequent sinking feeling of how irrational it can be to oddly feel happy someone isn’t cringe when nobody should be!
This is about a healthier life. We hear you; we acknowledge you.
THE TOPICAL BUCKET
BE MODERN
The way the world runs, women have a lot to deal with every minute of every day.
There are days for great women, pushing the frontiers of humanity, days for causes, educating people about what it means to be a woman in today’s world and days for changes that should have come about a long time ago.
And even when there aren’t days for anything, just the day in the life of a woman is worth
highlighting.
