Swasth Naari Yatra: The Crafted Campaign 

Nature of the Campaign

The political campaign conducted for Indian National Congress on the issue of women empowerment through emphasis on menstrual heath has been recognized with a name crafted as “Swasth Naari Yatra” (Journey for Women’s Health).

It is a multi-media campaign that has incorporated a website of its own, banner, text-based posters, leaflet with promises for upcoming elections, and a 7 day social media campaign through a dedicated Instagram handle for dissemination of crafted messages on the selected issue. The slogan “Congress Ke Sath: Swasth Naari, Vikshit Bharat” has dominated the entire campaign and various digital resources and messages constructed around it.

Construction of Messages and Content:

The primary task was to craft a name and universal slogan for the campaign issue. In order to maintain unity of action, we have used “Congress Ke Sath: Swasth Naari, Vikshit Bharat” as the one and only slogan with an aim to keep it catchy and memorable while the name for the campaign is ‘Swasth Naari Yatra’.

Following are the messages and content created as well as posted in public domain:

1.  7 day social media campaign: our group have created an Instagram handle with a user name “congress.yatra” and was dedicated to create awareness about initiatives taken by INC for menstrual health of women through did you know facts, Dos and Dont’s in menstruation, risks related to the biological process, celebration of figures who have worked for the cause, myth busters and fact checkers with compelling captions. The campaign was carried out from 22nd April 2025 to 01st May 2025.

2. Text-based posters used in the campaign:

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 A general introduction post to our Swasth Naari campaign:

“Let’s talk about menstruation” posts on creating general awareness using 5Ws and 1H:

Did You Know posts for promotion of initiatives taken by INC:

Dos and Don’ts in Menstruation post:

Myth Vs Fact posts:

Awareness on harms of traditional ways of coping with menstruation:

Posts on Period Heroes:

3. Banner:

4. Leaflet with promises crafted for upcoming elections:

5. Poster on calling voters for election: