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My Pad My Right

AIM

This is a pan-India innovative initiative to promote healthier and more hygienic menstrual standards among rural women by inculcating a self-sustaining business model spread across 739 districts and all the seven Union Territories of India. 

MY PAD MY RIGHT – ‘Women’s Hygiene as a Livelihood Opportunity’ was conducted in collaboration with NAB Foundation and Padmashri Shri Arunachalam Muruganantham to promote livelihoods among rural women members of Self Help Groups in the off-farm sector Channeling a unique, self-sustaining enterprise model for rural women strictly based menstrual  hygiene, the project was designed in alignment with objectives from the Livelihoods and Enterprise Development Programmes of NABARD.

Brief 

The objective was to develop a DPR (Detailed Project Report) through the human-centered design methodology of the initiative and by analyzing the data collected on the existing or increasing awareness of menstrual hygiene among women and male members of a family as well as through the lens of societal taboos associated to village life.

The project aimed to provide opportunities of sustaining a livelihood to approximately 14,700 rural (women) SHG members in over 3,000 villages pan-India.

Deliverables

  • Detailed analysis of awareness related to menstrual hygiene among men, women and young girls, the general outlook of family members toward the issue.

  • Pre and post awareness strategies on menstrual health among men and women of all ages.

  • Effective marketing with the broad strategy  to counter the pitfalls of the existing system such as societal and superstitious stigma.

 

By: Ittisha, Saumya, Govind, Bhabesh, Prashant