It’s a famous saying that a thing as small as an ant is enough to make the life of an elephant miserable. Same thing can be applied to the invention that we’re talking about. Who could have thought that a bindi as small as dot could cure iodine deficiency and save lives.
Grey for Good, Which is the philanthropic arm of the agency Grey Advertising, is currently working on a project called the Life Saving Dot. Under the above mentioned project, they’re testing bindis that doubles up as an easy and inexpensive way to get more iodine through skin absorption on women in rural parts of the west Indian state of Maharashtra.
Iodine deficiency is a very serious health hazard prevalent in India. Iodine is mostly associated with salt intake and its deficiency can cause diseases like goitre, hyperthyroidism, stunted growth or intellectual disabilities – which are all preventable diseases.
Since the main source of Iodine is salt, people perceive that it is very easy to get. But, unfortunately, that isn’t the case with most of the population. Remote mountainous regions usually have soil that is iodine-poor, and the consumption of seafood, which is also one of the main sources of Iodine, isn’t favoured in some societies.
The idea of Iodine bindis first came to came to Ali Shabaz, chief creative officer of Grey Singapore, when he was thinking about new ways and uses for wearable technology. In order to make the project Life Saving Dot possible, Grey for Good has teamed up with an NGO Neelvasant and Talwar, a bindi distributor. Together the team has created a standard scarlet bindi but with an Iodine twist. Each of the bindi’s adhesive is covered with 150-200 micrograms of iodine.
A woman wearing the iodine bindi throughout the day absorbs on an average 12% of her daily requirement of iodine, which is a substantial improvement from before.
To those thinking that bindis will be a little harsh on the pockets of the ladies, don’t worry. Since the bindi use the same technology and design as nicotine patches, it’s cheap and production costs are also minimal.
So, all those women with Iodine deficiency out there, we know it’s a struggle to keep a tab on your health with all the juggling you have to do at work and in home. Let Life Saving Dot save you from Iodine deficiency at least.