PHOTOGRAPHY CREATIVE DIRECTION
YOUR ACYSTANT TO PCOS
YEAR2017
MENTORChhandak Pradhan
MODELSVagmi Pathak, Radhika Kedia, Pallavi Keshri
FEATUREDSleepover 2023, HKB, Basel;
Designathon 2023, Zurich; Scroll India; Elle India; Chennai Photo Biennale Prism
PCOS (Polycystic ovarian syndrome) is one of the most common endocrine disorders in women of reproductive age. The prevalence of PCOS in India is 3.7% to 22.5%, with 9.13% to 36% prevalence in adolescents only. The exact causes of PCOS are unknown but it is said that PCOS is a result of hormonal disturbances induced by a combination of genetic and environmental factors such as lifestyle and obesity.
As the name suggests, using word play on assistant and cyst, the project aims to raise awareness about PCOS. It divides itself into three chapters: terminology, physical symptoms and psychological and emotional impact, and uses euphemisms in its creative direction to illustrate the chapters.
Onset of menstruation
Heavy menstruation cycle
Absence of menstruation
Painful menstruation cycle
Disruption in the release of the egg from the ovary
End of menstruation