The Campaign We’re Not Supposed to Talk About

Client: Sangeeta Pillai, Masala Podcast

Masala Podcast is a platform for South Asian women to discuss the many taboos in their culture. Like sex. Sexuality. Patriarchy. Duty. Periods. Menopause… The list is endless.

Not being able to talk about these issues can cause serious mental health problems, or worse. We were tasked with raising awareness among South Asian women and driving them to the podcast to join the discussion. So, we created ‘The Campaign We’re Not Supposed to Talk About’. Our powerful and challenging OOH features real podcast listeners and topics that relate to their personal experiences. While our digital assets have kicked off important conversations on social channels. Instead of keeping quiet about taboos, our campaign shouts about them and lets South Asian women have a voice they’ve never had before. Masala Podcast has 1,000 new subscribers every month. That’s thousands more women’s lives changed – and even saved – because we dared to talk about the things we’re not supposed to.