Nine out of 10 times, solutions to enormous problems are downright simple. Here's an excellent example of that.
Millions of women across rural India suffer from iodine deficiency. This leads to complications during childbirth, fibrocystic breast disease, etc.
Grey for Good, the philanthropic arm of Grey Group Singapore wondered how to help these women get the required dosage of iodine. (Grey Group ranks is one of the largest global communications companies in the world. Some of their clients include Procter & Gamble, GlaxoSmithKline, Diageo, Pfizer, Canon, etc. In Asia, the group covers 28 cities in 16 countries and works with some of the biggest brands in the region: Hong Kong Tourism Board, HSBC, Volvo, Lenovo and so on.)
Here's how the group found a solution to the problem before them:
CHALLENGE: Supplements in the form of pills are available, but women weren't getting or taking them.So, how do you help these women get the required dosage of iodine?
THE REALIZATION: Almost every Indian woman wears a bindi – a traditional symbol of beauty. What if these tiny little dots could save lives?
THE SOLUTION: The Life Saving Dot – an idea that transformed bindis into iodine patches was born.
Every woman requires between 150 – 220 micrograms of iodine daily. These bindis dispensed that amount to the wearer daily over a 12-hour period. After which it turned into a regular bindi.
Grey collaborated with the NGO, Neil Vasant Medical Foundation, and Research Center, to produce iodine patches, known as the Life Saving Dot. This initiative is further supported by Talwar Bindi.
The Life Saving Dots were distributed to women across rural India via health camps and clinics and reached many villages.
There you have it...solutions are never comzplicated. The way we look at the problem is...
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