SINGAPORE – ‘Life Saving Dot’ by Grey Group Singapore is one of the two campaigns that scooped a double Grand Prix win during the recently concluded Spikes Asia Festival of Creativity for the Outdoor and Innovation categories.
The campaign aimed to provide Indian women with the sufficient Iodine supplement they need to prevent them from catching diseases like breast cancer, fibrocystic breast disease and complications during pregnancy. To do this, they used a simple element that almost every woman in India wears–a bindi, an Indian forehead art.
Grey for Good, Grey Group Singapore’s philanthropic arm, together with NGO Neelvasant Medical Foundation and Research Center produced iodine patches in the form of a bindi known as the ‘Life Saving Dot’.
“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. This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life,” said Ali Shabaz, Chief Creative Officer of Grey Group Singapore.
Since mid-March, the Life Saving Dot has been distributed to Badli village (near New Delhi), Niphad- rural (Maharastra), Peth-tribal (Maharastra), and Kopergaon/Sinner (Maharastra).
