This is a communication strategy presentation on getting the women in Sawai Madhopur, Rajasthan to know about a new brand of sanitary napkin and its proper disposal. It was made by student of Advertising and Public Relations at Indian Institute of Mass Communication, New Delhi.

1. Ideas for Communicating
Sanitary Napkin
Usage and Disposal
-
Sawai Madhopur, Rajasthan

2. Contents
• About Sawai Madhopur
• What is to be done?
• How are we doing it?
– Name of the sanitary napkin and the disposal area
– Communicating usage and disposal of the sanitary napkin

3. About Sawai Madhopur
• A city and municipal corporation in Sawai Madhopur district in
Rajasthan
• It is the administrative headquarter of the district
• Geographical location of Sawai Madhopur as per Google Map is:

4. Sawai Madhopur, Rajasthan

5. Contd.
• The gender makeup in Sawai Madhopur is:
Males - 53% and Females - 47% *
• The literacy rate is 70.63% . While the male literacy rate is 82.14%
and female litercay rate is 65.46%. *
• Languages spoken English, Hindi and Dhundhari
* Source: Census of India, 2011

6. Contd.
• Local dances are Ghoomar, Sawai Madhopur and Kalbeliya
• Popular fairs are organised during Ganesh Chaturthi, Dussera,
monsoon season – the Chouth Mata mela
• There are 5 colleges and 11 schools. Organisation such as Gramin
Shiksha Kendra and Dastkar Ranthambhore are also present, which
work to improve the education scenario.

7. What is to be done?
1) Get the women of Sawai Madhopur to start using the locally
manufactured sanitary napkins which are safer and healthier than
what the women are using currently.
2) Ensure the women dispose the used sanitary napkin at the marked
area and not in the biodegradable pit area.
3) Name the sanitary napkins and the area to be used for disposing
the used sanitary napkins.

8. How are we doing it?
• Given the nature of the product to be communicated, subtle forms
of communication will be used.
There won’t be use of any mass media.
• Use of local influencers, local people, local festivals and
surroundings will be there in order to get the message across to the
women.
• Word of mouth will play an important role.

9. Contd.
• An emotional connect needs to be built with the women to stop
them from throwing the sanitary napkins at the biodegradable area.
A connect with the biodegradable area providing them biogas, a
livelihood.
• Earning the trust and ensuring comfort and safety to the women is
imperative.
• The message of using and proper disposing needs to be reiterated
so that eventually it becomes a habit among the women.

10. Communication Ideas
Name for the sanitary napkins and the area for disposal
• The name of the sanitary napkin - Savera.
• As it marks the beginning of a new practice, a new thought, better
health and hygiene.
• The name of the disposable area – Bhaayli.
• The Rajasthani word for a friend.

11. Communicating usage and disposal
• Sheetla Ashthmi / Baaseda festival - event
 Popular festival of the region.
 In this, the women go out in groups to offer prayers and to celebrate
this festival.
 After the proceedings are over, we gather them for an event, where
anganwaadi behenji and the members of the self help groups will also
be called. The event will be called 'Savera‘; which is also the name of
the sanitary napkins.

12. Contd.
 The event would begin with an upla making competition, wherein
these women would be divided into groups of six. Every group would
have two representatives from the self help group as they'd try to put
the message about the sanitary napkins during the competition in a
subtle way.
 Every group would get a tray of Cow Dung which would be branded
with the logo of Savera Napkins with the tagline
“ झििक छोड़, मुिे अपना |
जीवन सुखी बना अपना। ”

13. Contd.
 The representatives of the SHG's would initiate the conversation about
the problems that they used to face because of the re-usage of the
cloth and how 'Savera' made things easier for them. This would make
the other four women curious about this new thing.
 Then there'd be a series of folk songs with the message
“जो हुआ पुराना फैं को |
अब नया सेवरा देखो |”
 The Aanganwadi behenji shall also brief them about the health
problems caused by the reuse of the napkin.

14. Contd.
 The members of the SHGs will also brief about the proper disposal of
the sanitary napkins.
 At the end of the event, the participating women will be given sample
sanitary napkins.

15. Contd.
• Street Plays / Songs
 Songs / street plays can be organized at the gathering of the women.
 These songs / street plays will be on the lines to get the women to
start using Savera.
 Also to throw the used sanitary napkins into the marked area -
Bhaayli.
 An example of the songs to be used:

16. घर का चूलाह जलता ककससे?
फसल का सोना बनता ककससे?
ध्यान करो सखी ध्यान करो |
ये चूलाह जब रुक जाएगा |
खेत सुनेहरा खो जाएगा |
ध्यान तुम्हें क्या तब आएगा?
ध्यान करो सखी ध्यान करो |
इस कु एं से ईंधन बनता |
खाद रोज़ है यह ं से डलता |
ईसी में कपड़ा कफर क्यों फैं को?
आई 'भायल ' वहां तो देखो।
ये कपड़ा जो भाइल के दामन में गगर जाएगा |
नया सा कपड़ा बनके इससे नया सवेरा लाएगा।
नया सवेरा, सुखी सा जीवन |
ध्यान करो सखी ध्यान करो |
खेत में सोना घर में ईंधन |
ध्यान करो सखी ध्यान करो |

17. Contd.
• Dung Cakes – Uplas
 The dung cakes are made by the women of the village at a designated
area.
 The women, en masse, can be spoken to at this location about the safe
usage and disposal of the sanitary napkin.

18. Contd.
 The dung cakes, put on the walls outside the houses, can be stamped
or designed with messages on the safe usage and disposal of the
sanitary napkin.
 The dung cakes can be arranged in a manner to communicate pictures
on the safe usage and disposal of the sanitary napkins.
 This will get the women to start taking notice. Also, the direct contact
with them at a place where only women are present will let them to
talk freely about their apprehensions and ask doubts.

19. Contd.
• Anganwadis
 The women are met in groups as well as individually at the
anganwadis and are educated about the safe usage and disposal of the
sanitary napkins.

20. Contd.
• Medical – Doctors, Nurses, Hospitals, Vans
 The doctors, nurses and the hospitals at Sawai Madhopur have
information about the safe usage and disposal of the napkins.
 There are tie-ups with them to ensure there is enough information
about the napkins as well as their availability.
 The medical van which comes to the villages provides information as
well as the sanitary napkins to the women.

21. Contd.
• Women’s Toilets
 The women’s toilets have designs, pictures or messages talking about
the sanitary napkins.
 These messages can be behind each washroom door as well as at the
area entrance

22. Contd.
• The melas
 The melas will have bangle sellers, mehendiwallas and other sellers
pertaining only to the women.
 There can be tie ups with them to include information about the
sanitary napkins at their stalls or in the boxes containing the item
which they are selling.
 The mehendi –wallas can pictorially tell a story through their designs.
 This can be used in talking about the proper usage and disposal of the
sanitary napkins.

23. Contd.
• Group Gatherings
 During the daytime, girls and women are gathered at a location in the
village.
 Movies are shown to them and they are provided with refreshments
as well.
 During the movie intervals, they are shown messages on the proper
usage and disposal of the sanitary napkins.

24. Contd.
• School, Colleges and Education Organizations
 In order to cultivate the habit of using these sanitary napkins and
disposing them off properly, the girls in the schools and colleges are
spoken to.
 Special sessions and demonstration on their disposal can be held.

25. Contd.
• Incentives
 To get repeat usage leading to habit formation, an incentive can be
provided.
 For this, a special machine at the disposal area is placed.
 The machine uses retina or fingerprint sensing, so that each woman
coming is identified and the record is maintained.
 For every 5 disposals, the woman gets 1 or 2 free sanitary napkins.

26. Contd.
• Assisted Disposal
 For those women, who do not wish to go to the disposable area, the
following can be done.
 This will be communicated to them during the personal interactions.
 It will be communicated to dispose the sanitary napkins by wrapping
the used napkin in a bag marked with the logo of Savera.
The bags will bear the color of Savera as well.

27. Contd.
 This bag will be provided along with the packet of the sanitary
napkins.
 These bags, thrown along with the other waste in the dustbin, will be
collected by a member of Savera and dumped into the marked
disposable area.
 It will be important that women of the village trust this and the person
responsible for separating the wrapped used napkins.

28. गधनमांन |