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Joy Personal Care creates awareness about hygiene among transgender and sex workers

The brand launched ‘Joy Pure & Safe’, its range of hygiene products. It distributed one lakh personal hygiene kits to transgender and sex workers in Kolkata’s red-light area. It partnered with two NGOs working for the welfare of the neglected communities

Click on the Image to watch the TVC.

Joy Personal Care of RSH Global private limited has launched a campaign to help ensure the safety and sanitisation of one of the most marginalised and neglected communities during the pandemic. As a part of this initiative, the brand has distributed over one lakh hygiene and personal care products to underprivileged transgender and sex workers over a five-day drive in Kolkata.

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Shot during the distribution drive, the campaign video takes an emotional route to highlight the pains of neglected sex workers and underprivileged transgender in the society; and how Joy makes a humble offering to ensure their safety during the pandemic. The poetry in the voice over is written by poet Srijato Bandopadhyay and the voice is given by elocutionist Brototi Bandopadhyay.

This integrated campaign incorporates a five-day on-ground distribution drive and a campaign television commercial that is now on-air across Kolkata. The campaign will be amplified on social media to create awareness about the hardships faced by these marginalised communities and how Joy’s humble effort are helping them in the unprecedented times.

During these uncertain times amid the pandemic, sex workers and transgenders are among the worst hit and in need of hygiene and personal care kits more than ever. Their source of income has largely ceased as a result of social distancing and lockdown measures put in place, making it difficult for them to make their ends meet.

Additionally, the residents of the red-light area live in smaller rooms with about 10 to 12 people, making it difficult to practice social distancing. They share a common bathroom which often does not have adequate water supply or appropriate sanitisation norms. Providing access to personal hygiene products to help them maintain sanitisation is of utmost importance for this community.

The personal care company recently launched ‘Joy Pure & Safe’, its range of hygiene products, and wanted to make a humble offering by providing personal sanitisation products to them. The brand partnered with renowned NGOs — Sombhabona and Durbar Mahila Samanwaya Committee, who have been doing a commendable job for the welfare of sex workers and underprivileged transgenders.

Sunil Agarwal, Chairman, RSH Global Private limited, said, “The Covid-19 pandemic has given a chance to all corporates to showcase their solidarity and inclusiveness, but we realised that unfortunately the most vulnerable members of society have been largely ignored. These people are participating members of the economy, invisible, unfortunate and marginalised though they may be. Times of crisis do not exclude them: they hit them harder. The most vulnerable in society are always most easily ignored and forgotten. We wanted to make a small yet significant change in their hygiene conditions by distributing these products. We will continue to extend support in future.”

Poulomi Roy, Chief Marketing Officer, RSH Global Private limited, said, “Sex workers and underprivileged transgenders are among the marginalised groups in our society. While sex workers have lost business as a result of the coronavirus pandemic shutdowns; the underprivileged transgenders have also been severely financially compromised. The Covid-19 pandemic has created a catastrophic health and economic crisis for them.

“Therefore, we at Joy launched a humble initiative aimed at improving the personal hygiene conditions of the sex workers and transgender community to support them during the pandemic. Our products will provide an essential foundation for community health and hygiene.”

A representative of the Durbar Mahila Samanwaya Committee, said, “We are extremely happy to join hands with Joy Personal Care in their endeavour to spread awareness on the importance of hygiene in the fight against Covid-19, especially among the marginalised sex workers and underprivileged transgenders. We wish more brands come ahead with similar initiatives.”

A representative of Sombhabona, said, “We are delighted to associate with Joy Personal Care in this initiative to reach out to thousands of people in the transgender community at the time of crisis by providing personal care hygiene products. This is a wonderful addition in transgender care and contribution support work that we’ve been doing for years. Hope other brands realise the importance of the welfare for the transgender community.”


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