Millions of women across rural India are stricken with breast cancer, fibrocystic breast disease and complications during pregnancy. In most of these cases, the maladies are linked to iodine deficiency.
Looking to get a required dosage of iodine to women in these rural areas, Grey Group Singapore’s newly formed philanthropic arm, Grey For Good, collaborated with the NGO, Neelvasant Medical Foundation and Research Center, to produce iodine patches, known as the Life Saving Dot which is in the form of a “bindi,” forehead art worn by almost every Indian woman. This initiative is further supported by Talwar Bindi.
“Iodine deficiency disorder is a major nutritional problem and the Life Saving Dot is a simple, yet innovative preventive measure to a widespread problem in rural India. This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life,” said Ali Shabaz, chief creative officer of Grey Group Singapore.
Since mid-March, the Life Saving Dot has been distributed to Badli village (near New Delhi), Niphad-rural (Maharastra), Peth-tribal (Maharastra), and Kopergaon/Sinner (Maharastra).
A video describing the Life Saving Dot initiative was directed by Giovanni Fantoni Modena via Hfilms Milan for Grey Group Singapore and Grey For Good.
