An awarness campaign for women to change the way they feel about menstruation, and in turn change society's way of viewing it.
THE BRIEF :
Most women do not like talking about menstruation openly and consider it a taboo topic. In the Indian society, most people avoid talking about it, even though it's a natural biological process. Young girls are introduced to menstruation with secrecy and shame. They are convinced that it's 'unholy' , it must be hidden from everyone and it's a period of impurity.
Most women believe it's something shameful because they were told that it's a taboo when they were younger. In fact, after thorough research I found out that 90% of the women in India urge their daughters to hide it from the male members in the family. and they do not explain the biological process to them. Most women avoid the topic with their sons as well.
It's too late to change the mindset of the older women in India, but we can prevent the younger generations from growing up with the same beliefs. A woman in her menstrual cycle is a woman with some discomfort, but she is definitely not 'impure'.
Hence, Celebrate the date is a hypothetical campaign carried out by Stayfree- a sanitary napkin company, which aims at changing the mindset of girls regarding menstruation way before they experience it.
When you make a girl feel like it's a natural process that should be appreciated instead rather than being embarrassed about, she automatically becomes confident.
Hence, an infographic can be distributed in New sanitary napkin boxes, specially meant for girls who get their period for the first time. These boxes will look like little gifts and it will be called The 'Celebrate the Date'- edition, because the fact that she got her period is something that should be celebrated, as she has now entered womanhood.
The infographic explains menstruation scientifically, without scaring her or overwhelming her.
It makes her believe that something special has happened to her, that she has the ability to give birth to another human being and that is one of nature's best gifts. The entire thing has a fun, 'playful' vibe to it and aims at making a girl feel like she's special
So, how does this reach young girls in India ?
I decided to tie up with 'Stayfree', a feminine hygiene product company that also manufactures sanitary napkins.
Sanitary napkin packets would be manufactured as gift boxes with a certain number of napkins, with the tag line - A present for your Princess.
Sanitary napkin packets would be manufactured as gift boxes with a certain number of napkins, with the tag line - A present for your Princess.
Mothers can buy these boxes for their daughters they experience their first menstrual cycle.
The appearance of a pretty gift will make her more positive to the process and she will not feel the need to be secretive or shameful when she gets older.
Each box contains a set of pads, on which there would be 'myth-busters' .
These facts would get rid of all the taboos surrounding menstruation in a playful tone of voice.
These labels will be placed on the opening flap of each sanitary napkin.
Along with these pads, the box will contain the infographic shown above which will also serve as a letter, congratulating her on entering womanhood.
When 'Stayfree' representatives go to explain menstruation to young girls to further this cause, the sample pad envelope can be distributed for free in Schools.
-Each envelope will have the infographic and 3 Sample pads.
-The envelope will also encourage them to ask for the Gift Pad Box, as the line A present for your Princess has been printed on the envelopes as well.
Thank you!
