Context:

Terrapy, is an ecosystem for women’s 360° holistic wellness. Through
the #BreakingTheSilence campaign, we wanted to bring alive the ‘why’ of terrapy through real women and their real stories.

The 'Why':

In a world where there's still not enough research dedicated to Indian women's health, it's important that we come together to fill in the gaps and empower one another. Our intention, at terrapy, is to build an ecosystem, a sisterhood, where women feel supported and informed about their health options, enabling them to make the best choices for themselves.

Challenges and Actions:

Challenge #1:

Identifying and onboarding women from different age groups, diverse backgrounds and different issues who are comfortable in front of the camera and are willing to help other women by sharing their stories, without any inhibitions.

Action:

We created various personas of terrapy women and defined the target audience we are catering to. We reached out to multiple women and analysed how their struggles and wins can contribute towards building the ethos of terrapy. After shortlisting them, we helped them with the flow of their dialogue, giving it a structure, without losing the authenticity and realness of their POV.

Challenge #2:

Delivering an impactful video campaign that would capture the challenges of these women, hitherto, unspoken, that would resonate with women on digital platforms, contributing to a growing and engaged community.

Action:

Conceptualised the video shoot, with scripts, moodboards, treatment etc to create an environment that aligned with terrapy’s brand aesthetics. Shot and created short-format and long format videos that have translated into an always-on campaign with the video becoming the lead campaign assets.
End result? Real women who own their vulnerabilities and are speaking their minds, sharing real experiences, and encouraging thought-provoking discourse in a completely engaged community.