Iodine deficiency, and a list of associated medical issues, is an unfortunate reality for millions of women in rural India. Knowing this, Grey For Good, Grey Group Singapore’s newly formed philanthropic arm, teamed up with NGO and Neelvasant Medical Foundation and Research Center to address the problem, with further support from Talwar Bindi.
Since most women in India wear a bindi, they decided to make one that doubles as an iodine patch, providing provides its wearer with a daily dose of iodine. The creation was dubbed the “Life Saving Dot.” Iodine patches were handed out in medical camps across rural India, in villages including Badli (near New Delhi), Niphad-rural (Maharastra), Peth-tribal (Maharastra), and Kopergaon/Sinner (Maharastra), helping women who can’t afford iodine supplements receive the much-needed nutrient.
“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 Ali Shabaz, chief creative officer of Grey Group Singapore. “This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life.”
Credits:
Grey Group Singapore:
Chief Creative Officer: Ali Shabaz
Copywriter: Ali Shabaz / Karn Singh
Art Director: Cinzia Crociani / Sudhir Pasumarty / Sandeep Bhardwaj / Giap How Tan
Designer: Cinzia Crociani / Sudhir Pasumarty / Sandeep Bhardwaj
Illustrator: Sudhir Pasumarty
Project Manager: Sandeep Bhardwaj
Account Director: Gaurav Arora
Account Manager: Marie Tan
Regional Director, PR & Corporate Communications: Huma Qureshi
Regional Corporate Communications Executive: Yanrong Pang
Greyworks:
Producer: Jacinta Loo
Editor: Timothy Lee
Editor: Bobby Aguila
Sound Designer / Composer: Marco Iodice
Director: Giovanni Fantoni Modena
DOP: Matte Chi
Production House: Hfilms Milan