At a vulnerable stage in their lives, girls around the world and in the UK face a social stigma around their periods. Made to feel ashamed of their bodies, girls often miss out on school activities due to the shame they feel.
This International Day of the Girl, Plan International UK and AMV BBDO tackled the stigma around menstrual hygiene and bringing this issue to center stage. Based on the research conducted in the UK with research agency Opinium, the truth is that 71% of girls have felt embarrassed buying sanitary products, and a further 67% would feel embarrassed if they found period blood on their clothes. To combat this stigma, Plan International UK and AMV BBDO developed Plaster Pads: miniature sanitary pads that are worn like plasters for all the world to see.
Plan International UK distributed boxes of Plaster Pads to celebrities and influencers, encouraging them to puts pads where plasters go and share on social media, to show that periods are nothing to be ashamed of. The Plaster Pads are printed with slogans that highlight the need to remove the stigma around blood; after all, blood is blood.
Companies
AMV BBDO
- Advertising