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#GlassLion: Don’t touch the pickle when you’re menstruating? Go on! Just touch the pickle.

A TV advertising campaign that addresses myths about women’s periods in India has won a top honour at the Cannes Lions International of Creativity.

The campaign – by Proctor & Gamble India – beat out 166 competitors to win first prize in the Glass Lion competition which honours advertisements that address issues of gender inequality and prejudice.

The campaign is titled “Touch the Pickle” and promotes P&G’s Whisper brand of sanitary pads.

The ad challenges a long-standing Indian superstition that women shouldn’t touch jars of pickles when they are menstruating or else the pickles will go bad.

Cannes Lions will donate proceeds from the Glass Lion entry fees toward a program that promotes a gender-neutral media landscape.

Organizers say that the competition will in future be open to work that honours work addressing other issues of representation in advertising.

The award is backed by the American activist and Chief Operating Officer of Facebook, Sheryl Sandberg.

Here’s the winner:

 

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