Cannes Lions

Project Free Period

DDB MUDRA, Mumbai / STAYFREE / 2020

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Overview

Background

India is unique in the depth and persistence of stigmas around menstruation. Across classes and subcultures, periods are believed to be ‘impure.’ These biases are generational – even today, 70% of mothers think that periods are ‘dirty.’ By association, they think that their own daughters are ‘dirty’ when they are menstruating (Dasra Report, 2014).

In this context, it is no surprise that women in the sex trade were doubly marginalized and stigmatized by society, forced to operate at society’s peripheries, with little or no support in terms of healthcare, employment, or housing.

Tricked or trafficked into sex work at a young age, they had not had a chance to develop any other skills. The fear of returning to poverty, kept them rooted to their current realities. So much so that even when rescued, 77% returned to sex work. (Veshya Anyay Mukti Parishad (VAMP), Rights4Change based in Netherlands)

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