The challenge
Women can delay screening because daily responsibilities, social silence and the feeling of being fine make action easy to postpone.
The human insight
The emotional barrier can be more important than information availability.
How the mechanic worked
The campaign uses the inner question “Is this normal?” and reframes timely screening as self care and responsibility.
How people participated
Film, awareness material and expert communication encourage women to listen to the question they are already asking themselves.
See the original campaign
What Praava should learn
Target the thought that delays action: I am fine, later, or what will people say.
What Praava will not copy
Do not copy the campaign line or ribbon design. Keep the behavioural insight.