 I'm Aishwarya Lonyar, Graphic Design student from MIT Institute of Design Pune. I'm doing undergrad and I'm in my sem five. Today I'm going to talk, today I'm going to speak about how design can play a powerful role in changing society. When I say the word condom, what comes to your mind? Safety, protection, sex. Something that we shouldn't speak in front of kids. Something that is even gross. For a woman to carry a condom in her purse takes great courage. To relate a woman with condom is not easy or practical in this country. It is an unspoken taboo. Moreover, they're scared to be even judged by other women. What do women want? Control. Women across all sections of society have a lot of health problems because of sex, HIV, abortion, STD, etc. There is a feeling that they are disempowered and inadequate. One of ten men are embarrassed to ask for a condom while nine out of ten people of women are scared to ask for it. Design always mirrors what's going on in society and business. The rural women don't have any say on this matter whereas urban counterparts make other choices. Mostly they depend on their partners to buy a condom. Changing perceptions can help to solve this problem. So let's break this taboo. As most women are embarrassed to ask for a condom considering the explicit graphic images on the existing packaging and its obvious application. Packaging should keep two things in mind. One, that it should be target-oriented and second, that it should be discreet at the same time. I have devised and designed a packaging that keeps these two things in mind. First is the urban-aged group from 18 to 25 women as young women today are the first ones to take a step to demand safety. Statements and bylines which are clever and quirky at the same time which empowers them to express themselves. The female symbol used strategically to change the product positioning. The second is the rural women aged 21 to 25. They do not have much power but again the symbol plays a large role making them aware about their rights. It is promoted to the family planning for family planning and health control. The design strategy is psychologically driven and which changes the mass perception of this product's category. It is designed such that over a period of time this product is associated more with women rather than men. The design intervention both physically and psychologically hopes to over time bring changes in the society and shift perception from female rights to protection and choices. Making it a government of India initiative would add value and credibility. Design could lead the way by embracing empathy to improve not just the objects as they traditionally have but systems and services often with dramatic results. Thank you.