Quick Case – THE HEALTH PURSE (INDIA)
THE HEALTH PURSE (INDIA)
Mahindra Rise: a purse that reminds women to perform a breast self-exam.
Brief Description
The incidence of breast cancer is on the rise in rural India, but women are unaware of simple self-examination steps that can detect breast cancer early. These women live in media-dark areas, so conventional media doesn’t reach them. Moreover, culturally, these women are not open about such issues.
Observing that Indian women have a unique practice – they keep their purses in their blouses to protect their money, Mahindra wondered if this habit also protects them from breast cancer. The company designed purses with illustrative visuals of women checking themselves – which served as a medium to remind them to perform the simple breast self-examination steps given inside.
The purses were distributed during health awareness drives in several villages. Women were taught how to perform a breast self-examination at home before giving them the purses that serve as a reminder.
Why is it significant?
This case stemmed from careful observation of the habits of local women. By integrating health education with a familiar habit, the campaign promotes early detection of breast cancer and respect. It engages with the local culture, making it more likely to be embraced by the target audience. Additionally, the intention to scale up the initiative to reach more women in media-dark parts of the country underscores its potential to have a broader impact on women’s health in India.