Bloody Mary? Aunt Flo? Monthly time? Code Red? Why to choose metaphors or euphemisms? Why not just “Periods”? The period stain taboo has always perceived to be unclean ,socially unacceptable and gross. Having a period is a natural process, and this rule made me feel like there was something wrong with me. It’s crazy that we’re still discussing about the stigma attached to periods when it’s something that affects every woman in the world. Because of this stigma some people are so embarrassed to even ask for menstrual products when they are in need. People seem to make such weird expressions or statements of disgust when they hear the word periods or when they see a period stain. But why what is the need ? Isn’t this just normal to have a sanitary napkin or a even have a visible leak on your clothes! its not ‘yucky’ and its not ‘gross’ it who we are…With Thinx underwear let us all #cometogether to eradicate the taboo and establish a more socially acceptable place for women.
The #Reddotchallenge
Before we get to a point of discussing several steps have been taken to help acheive this goal. To eradicate this taboo UNICEF came forward supporting the #reddotchallenge to break the stigma and to provide #dignitykits to women and girls for their safety, courage and confidence by encouraging everyone to celebrate their periods. There initiative of celebrating World menstrual hygiene day on 28th May was to spread awareness about menstruation to inspire people ,openly come forward and eradiacte the notion of periods considered dirty and socially unacceptable. They reached out to various influencers and schools/colleges to promote this campaign . Sanitary napkin/tampon machines were installed in colleges to spread awareness and break the shame among students. This campaign was a huge success globally ,thousands of posts were shared by people including men talking openly about periods and in what ways they can support or help women in the need of the hour.
Shushed notions in front of Men: MEN-struation needs to be discussed with THINX:
THINX underwear that can be worn during menstruation as a substitute or a supplement to traditional feminine hygiene products.In order to get the women more comfortable with Thinx underwear they came with a unqiue idea of promoting their brand in an unconventional manner by targetting “periods” but with Men !!! This campaign also focussed on absence of comprehensive education to encourage the involvement of men of this society to come forward and participate and understand that periods is not a secretive “bloody marry” month but it is as normal as any other day.
Thinx initiated a campaign, Menstruation with a tag line “if we all had periods maybe we would be more comfortable with them”
Thinx 2020 campaign of menstrual equity —
This campaign also encourages everyone to have an open conversation about periods and how everyone should accept it as a completely normal part of us #cometogether #timetogetcomfortable
Payal Abhichandani 