Talwar Bindi's Life Saving Dot campaign, by Grey Singapore, has picked up an Innovation Lion at Cannes. The work, by Grey Singapore, was one of seven Innovation Lions awarded at the Festival outside of the Grand Prix. For more on the jury's deliberations, head over to AdAge.com.
In rural India, an iodine deficiency is the key cause of major health complications amongst women, ranging from breast cancer to pregnancy problems to fibrocystic breast disease. So Grey Group Singapore came up with an elegant, simple solution to make sure women in rural India obtained the necessary dosage of the supplement by tweaking the traditional Indian beauty ornament, the bindi.
The agency's philanthropic arm, Grey for Good, teamed with the NGO Neelvasant Medical Foundation and Research Center to turn bindis into "Life-Saving Dots," iodine patches that dispense women's daily dosage of iodine.
"Iodine deficiency disorder is a major nutritional problem and the Life-Saving Dot is a simple, yet innovative preventive measure to a widespread problem in rural India," said Grey Group Singapore CCO Ali Shabaz in a statement. "This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life."
Grey and Neelvasant have provided Life-Saving Dots to women in four different villages in India: Badli village near New Delhi, Niphad-rural, Peth-tribal and Kopergaon/Sinner.