This Women’s day, Traffic Jam Communications and Double Barrel Communications launch #IAmUp campaign dealing with issues related with menstruation Traffic Jam Communications Pvt. Ltd., (A Delhi based Integrated Marketing Communications Agency), in association with Double Barrel Communications Pvt. Ltd., have launched a campaign on International Women’s day which addresses some serious issues related to women in India and talks about how they deal with them and what can be done to solve these issues for their empowerment.
We all know, menstruation is a phenomenon unique to girls. However, it has always been surrounded by taboos and myths that exclude women from many aspects of socio-cultural life. In India, the topic has been a taboo until date. Such taboos about menstruation present in many societies impact on girls’ and women’s emotional state, mentality and lifestyle and most importantly, health. The challenge, of addressing the socio-cultural taboos and beliefs in menstruation, is further compounded by the low girls’ knowledge levels and understandings of puberty, menstruation, and reproductive health. Thus, there was the need to follow a strategic approach in combating
these issues.
The film is all about accepting the fact that menstruation is a natural process of a healthy woman’s body. It is a phenomenon which is unique to females. However, in our country it has always been surrounded by taboos and all sorts of myths, which isolate women from the sociocultural aspect of our country. For example, in certain families when a woman is going through this phase she is not allowed to enter into the kitchen or she has to eat in separate dishes which is to be used only during this time of the month. The most common and prominent thing that all of us has observed is that during this time of the month girls or women cannot enter into the house of lord. They cannot go to temples, etc. The saddest part of all this is that most of the time it is an elderly woman in the family who stops the girls from entering the kitchen or going to worship.
When the whole world is changing and our country is progressing, then why are we still following this age old shameful tradition? We need to ask ourselves and the society these tough questions, as why there are such taboos. Why can’t we accept the simple fact, that just like any other bodily process this is also just a natural process of a women’s body. We need to create awareness in our society that, there is nothing wrong with this natural phenomenon to be embarrassed or ashamed of, for the women and girls in our society.
They have launched a video titled #IAmUp at an event in New Delhi on International Women’s Day. Initially the campaign will be shared on various social media platforms and will be followed by a series of videos. This campaign will help everyone ask certain questions to the (real urban!) women, how they have been affected by societal mindset did they feel disgusted and how can we change this mindset. With the help of this campaign, they want to start a movement against the practice of shaming the women who is menstruation and bring a change in the society. The woman should always be proud of their womanhood.
According to Hitesh Chhabra, Co-founder and Chief Innovation Officer, Traffic Jam Communications Pvt. Ltd, “We need to ask some tough questions to the society at large that are we still living under old ages. And why menstruation is still a taboo. Not too long ago, Instagram had also removed a pic of women on her periods, which created a huge uproar. It is more alarming and disgusting, that in most of the cases, it’s a fellow woman who makes the menstruating women uncomfortable (or she shams her during her periods). Anoop Gambhir, Co-founder and CEO of Traffic Jam Communications added that, “This taboo is not limited to women inside homes, it follows women at work places too. The script of this film is written by
The script of this film is written by Mahie. According to her, “Women are subjected to isolation and shaming in our society. Things have changed drastically nowdays but taboos still exist. If urban woman is still facing them, one can imagine the plight in rural areas. We have one section of our society who lets menstruating women to sleep on their comfy bed but can’t wash her stained bed linens in washing machine.
Neelesh Phadnis, founder, Double Barrel Communications Pvt. Ltd said, “We need to ponder over, is women empowerment possible in the scenario where a fellow women pulls you down. We need to realise that it is absolutely normal and a natural process.” The film showcases different women talking about their experiences and how they feel and want to change the mindset. The visual language is purposely in grey scale and as the film progresses the grey turns to colour, portraying the change
