True Parlour Campaign
Creative Brief
Hey Jane (D&AD New Blood)
Type of Work
Social Impact Campaign
Category
Healthcare Awareness, Community Activation & Digital
BRIEF
In India, abortion has been legal since 1971, yet unsafe abortions still claim lives daily, especially in rural areas where healthcare access is limited, stigma is high, and digital awareness is low. Hey Jane and The Case for Her needed a scalable movement to make medication abortion safe, accessible, and normalized beyond digital spaces.
WHAT WE DID
We launched the True Parlour Campaign, turning local beauty parlours into hubs for abortion awareness and access. These parlours provided online workshops, doctor consultations, essential medication, and a sustainable commission model. Through social media storytelling and fundraisers, we scaled impact, making safe abortion a reality for rural women across India.
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