Kali -menstrual education

Brief:

“Change the way the world thinks about menstruation issues and undo the social stigmas surrounding them.You need to select the relevant audience for your project..Aside from the usual challenge of being relevant, credible and distinctive, you should consider how your product, service or campaign initiative serves The Case For Her to have a global impact.”

 

Challenge: 

Having decided that India has the biggest need for more education surrounding the menstrual cycle it meant there were a lot of cultural taboos to take into consideration. In a society of concealment and secrecy young girls needed a brand that challenged the norms without feeling isolated creating comfort and a sense of familiarity. 

 

Role:

Researcher, UX Designer, Brand Developer and Illustrator. I took on all roles in this project. This included carrying out through research into Indian education  and culture through surveys, questionnaires and secondary research. Following this I created user personas, brain storming sessions and brand workshops before producing branding and example brand materials. 

 

Outcome:

Like flower buds, young people need to be watched, taken care of and guided whilst they grow.  Kali is here to challenge negative stigmas in India through a new mobile learning service that increases self-awareness and stems positive conversation amongst young pre-menstrual girls.

 

The Kali Bus approaches schools to provide free education taught through informal conversation, practical demonstration, fun familiar games aboard the bus, and a take away classroom frieze so that lessons can continue to be taught after the workshop. The brands uses metaphorical flower imagery to inform girls of ‘The Blooming Process’ in a visual language that can is recognisable and relatable throughout the world.