Mumbai: Well-known sports and wellness nutrition brand Steadfast Nutrition has launched a 360-degree campaign ‘Anaemia-Free She’ ahead of Women’s Day to raise awareness about the grave issue of iron-deficiency anaemia among Indian women. The campaign highlights the symptoms of anaemia- since they are quite insidious and therefore often remain overlooked and under-diagnosed until the disease becomes more severe, encourages women to visit a doctor once they experience symptoms, and urges them to fight anaemia through iron-rich foods and supplements. 57 per cent of women in the age group of 15-49 are anaemic, according to the National Family Health Survey 2019-21.
Steadfast Nutrition reached out to people through a narrative featuring a resilient woman’s struggle and victory over iron deficiency anaemia. The video strikes a chord with the audience through the emotive journey of the protagonist, a young woman with dreams who is passionate about her career and juggles work and relationships until an unexpected adversary threatens to cloud her ambitions - iron-deficiency anaemia. It highlights how she is pulled down in her career and personal life by the symptoms she is initially dismissive of until they become more severe leading to an inability to cope with day-to-day tasks. The video shows her transformation and empowerment after she visits a doctor, who diagnoses her with anaemia and advises her to take iron-rich foods and supplements. After a few months, she is able to once again become successful at her work and enjoy the pleasures of life with renewed vigour.
Steadfast Nutrition also conducted a drive in four NGOs across Delhi-NCR (Niveda Foundation, Sashakt Foundation, Sakshi-HUL Nutrition & Education Centre, and Setu Foundation) with a nutritionist educating around 400 adolescent and adult women about the causes, symptoms, and ways to treat iron deficiency anaemia and also about ways to prevent HPV, a leading cause of cancer among women in India. Four influencer athletes associated with the brand provided women with a holistic health plan and empowered them with confidence-building measures and ways to navigate their way in a patriarchal society. The company also distributed free iron supplements among the women in the NGOs.
Commenting on the campaign, Steadfast Nutrition founder Aman Puri said, “Anaemia is a silent and underdiagnosed problem that holds back the good health for women and girls in India and around the world. Many who are anaemic or have insufficient iron levels are unaware of their problem. Through the video and NGO drives, we wanted to raise awareness among women who grapple with this health condition and don’t realise that what they’re feeling - unexplained weakness, shortness of breath, heart palpitations, excessive hair loss, and pale skin - are signs of iron deficiency because the symptoms can be subtle or can be dismissed as being due to other problems. Our campaign also offers solutions to tackle anaemia through iron-rich foods, vitamin C that boosts iron absorption, and iron supplements. It will also contribute towards the national health goal of an ‘Anaemia Mukt Bharat’.”
Steadfast Nutrition also conducted a pan-India quiz through its social media handles to put the spotlight on anaemia by engaging audiences and highlighting preventive measures, nutrients, and supplements needed to overcome the health issue.
This is the third year in a row that the brand is conducting a campaign on Women’s Day raising awareness about iron deficiency anaemia and the nutritional support needed to treat it.
The campaign’s underlying theme of iron women every year emphasises the resilience and inner strength of women and the need to empower them with good health.
