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Good Campaign of the Week: The Life Saving Dot

Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. 

'The Life Saving Dot' Social Good Campaign

The most effective creative campaigns are those that fit in with an already established behaviour. Using this insight, Grey for Good – ad agency Grey’s philanthropic arm – set about to find a way to increase iodine levels in Indian women.

Iodine deficiency affects over 71 million Indians. It has been linked to breast cancer, fibrocystic breast disease, and it severely affects the mental and physical development of babies in pregnant women. Indian NGO The Neelvasant Medical Foundation and Research Centre collaborated with Grey for Good to tackle this easily preventable affliction.

Iodine Deficiency Indian Women Campaign

Previous attempts to reduce the deficiency with tablets had failed—Indian women just weren’t used to taking them—so a more practical solution was required. When talking to doctors, Grey discovered that the problem could be solved by absorption through skin—this was their breakthrough moment. Bindis are the distinctive decorative dots worn on the forehead by almost all women in India, and so the conclusion was a natural one. Grey for Good recruited a clinic in their hometown of Singapore to develop and produce the dots, which became known as the “Life Saving Dot” or “Jeevan Bindis.”

Wearing the bindis for eight hours a day will absorb 100-150 micrograms of iodine, matching the daily recommended intake. Once created, the bindis were distributed at Neelvasant’s already existing network of medical camps, reaching 30,000 women. The next stage will see them produced on a bigger scale rolled out in the market place.

Grey for Good is a new venture for Grey’s Singapore office. Lead creative, the highly decorated Ali Shabaz, is building on award winning work such as Grey’s mobile app for the visually impaired "Lend an Eye". With projects like this, they’re looking to further enhance Grey’s renaissance as one of the world’s top networks.

This is a great example of how a simple solution, aligned with everyday practice, can solve a fundamental problem.

Take a Look at Grey's 'Life Saving Dot' Campaign Film

D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.

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