As we practice social distancing, the pandemic has also brought people closer together in spirit as more and more people are stepping forward to help the underprivileged. During such a time, sex workers and people of the trans community have had a particularly rough time as their sources of income have ceased. Their condition is only worsening because it is hard for them to access hygiene and personal care kits. Besides, sex-workers usually have to live in cramped spaces with around 10 others while sharing a common bathroom making it very difficult for them to practice social distancing.
Joy Personal Care launched a campaign to help these underprivileged communities in Kolkata by distributing their newly launched ‘Joy Pure & Safe’ in a five-day drive. The brand teamed up with NGOs like Sombhabona and Durbar Mahila Samanwaya Committee who have been helping and working closely with these communities.
The campaign film was shot during the distribution drive and beautifully captures their struggles and emotional state while promoting hygiene. There’s Bengali poetry in the background written by Srijato Bandopadhyay and voiced by Brototi Bandopadhyay.