redBus has launched #HereForHer – an initiative to make road trips more comfortable for women
redBus has launched ‘Here for her’- a campaign aimed at offering a more comfortable road travel experience for women. The campaign is being rolled out ahead of Women’s Day, as a tribute to women who are increasingly embracing road travel, with the objective of offering them a more hygienic and safe option when using toilets at rest stops during journeys. This initiative is intended at relieving women of the anxieties associated with using unclean toilets at roadside pit stops, relieving them of immense physiological stress.
As part of this campaign, women representatives of redBus will distribute free hygiene kits for women travellers at major bus boarding points and even explain their usage to those who are unfamiliar with such products. redBus has associated with Pee Buddy, a home-grown FemTech startup, seeking to break the stigma around intimate female hygiene, for this initiative. As a pilot, redBus set up kiosks at major bus stations in Bengaluru and Pune, between 6th March and 8th March, to facilitate distribution of about 10,000 kits to its women passengers and intends to scale it to other regions subsequently.
Speaking on the initiative, Pallavi Chopra, Sr. Vice President & Head, Marketing, at redBus, says, “#Hereforher’ is a novel initiative from redBus that will make a huge difference to how women perceive their long-distance road travel, which they are anxious about at times of having to use toilets that may not be clean and hygienic. Our association with Pee Buddy to launch this initiative will go a long way in making travel more comfortable for women, and we are extremely happy to dedicate this to all the women out there, ahead of Women’s Day, wishing them on the occasion, as well as for a safe and comfortable journey.”
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