Grey Treats Iodine Deficiency Through the Decorative Dots on Indian Women’s Foreheads

Iodine deficiency is a huge issue in rural India, and here's one scarce way to help solve the conundrum—iodized bindis.

The Neelvasant Health check Foundation and Investigate Focal point, a nonprofit group based in India, worked with ad furnish Grey to start and deliver the medically enhanced versions of the enhancing dots that women in India often wear on their foreheads.

Named the "Life Reduction Dot," the manufactured goods has affront shades of sci-fi, with recipients saturated up their daily dose of the nutrient owing to their skin (even if it also seems akin in plotting to, say, a nicotine patch).

The nonprofit and furnish cite breast cancer, fibrocystic breast disease and complications all owing to pregnancy among the shape issues associated to iodine deficiency (an insidious form of famine that has historically been associated with goiter and cretinism, but in contemporary decades has been tied to a broader set of corporal and mental harms).

With help from Talwar Bindi, the iodized dots have been apply in four areas, so far—Badli, a village near New Delhi, and three parts of the Maharastra state: Niphal, Peth and Kopergaon/Sinnar.

Sure, it might not be as classic a key as as long as iodized salt, but it's beyond doubt more peculiar … and if it works, so who cares?

Furnish Grey Group Singapore
Chief Creative Detective: Ali Shabaz
Copywriters: Ali Shabaz, Karn Singh
Art Directors: Cinzia Crociani, Sudhir Pasumarty, Sandeep Bhardwaj, Giap How Tan
Designers: Cinzia Crociani, Sudhir Pasumarty, Sandeep Bhardwaj
Illustrator: Sudhir Pasumarty
Machinate Administrator: Sandeep Bhardwaj
Tab Boss: Gaurav Arora
Tab Administrator: Marie Tan
Regional Boss, PR, Corporate Exchanges: Huma Qureshi
Regional Corporate Exchanges Executive: Yanrong Pang

Producer: Jacinta Loo
Editors: Timothy Lee, Bobby Aguila
Sound Designer, Composer: Marco Iodice

Boss: Giovanni Fantoni Modena
Boss of Photographyh: Matte Chi
Manufacture House: Hfilms Milan

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