PINKY PROMISE
Brand communication and UI Design
Creating a stigma free sexual wellness brand for women in India
In a society, where sanitary pads being packed in kaali thaili (black bag) is emblematic of the stigma surrounding sexual & reproductive health, how might we create a safe and supportive space for women to get answers to their reproductive health issues?
Women’s reproductive health and hygiene has always been an awkward topic of conversation for people. There is a fear of being judged and labeled by others, discrimination, and a feeling of being ashamed of openly discussing reproductive health problems or seeking help on the same. Despite a growing emphasis on women's healthcare, from periods to fertility to menopause, there are so many areas that are shrouded in taboo.
To tackle the stigma associated with women’s health and, especially reproductive health, 29-year-old Divya Kamerkar, with her own experiences of getting support for reproductive health issues, along with her husband Rahul Kamerkar, developed Pinky Promise, a stigma free sexual wellness app.
Confidentiality was a key pillar of Pinky Promise's brand, and a strict data privacy policy are in place to protect user information and interactions with the brand.
The brand developed a chatbot that provides reliable information about women's sexual and reproductive health, sourced from reputed medical journals, verified and triangulated to help users reach a reliable diagnosis.
Creating a memorable brand and verbal identity that offers a judgment-free safe space for women to get personalized answers to their reproductive health issues and connect with a supportive community of women. We developed the positioning "Here for Her."
Extensive research was conducted to gain a thorough understanding of the target market. The core proposition was to make reproductive healthcare accessible, friendly, and stigma-free as a brand that could serve as a trusted resource for women and girls all over the world.
Our research highlighted that many women currently turn to their friends and partners or even the internet for information and guidance.
Pinky Promise aimed to engage users at all stages of sexual maturity, addressing issues related to sexual and reproductive health, starting from the first period to menopause, infertility to pregnancy. To establish a warm and approachable brand personality, the visual identity had to communicate the brand's promise of providing a reliable and accessible information to its users.
The name Pinky Promise was a good place to start. The name is both friendly and memorable, invoking a sense of trust and commitment. We introduced a visual hook in the flowing forms of the logo which hints two pinky fingers interlocking, echoing the promise of being here for her.
The brand's messaging and visual identity have resonated with its target audience, and Pinky Promise has become a trusted platform for women and girls seeking information about their reproductive health.
The chatbot has been widely used, and the brand has seen a significant increase in engagement on its social media channels.
Pinky Promise has successfully challenged the societal stigma around conversations related to women's reproductive health and has become a leading voice in the movement towards making reproductive healthcare accessible and stigma-free for all women and girls.
