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WaterAid: P.E.riod Excuse

Client: WaterAid
Date: Oct 2020
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WaterAid has launched a campaign to get young people talking about periods, after finding that a shocking two-thirds of girls and young women aged 14 to 21 knew very little or nothing at all about periods before their own periods started, while 34% of boys and young men admit they are very much in the dark on the subject.

The international charity has teamed up with Jaqueline Wilson and Jodie Whittaker, launching a new animation, written by Wilson, to get children, teachers and parents having more open conversations about periods to help tackle the taboo that is having a damaging effect on women and girls across the world. This campaign comes as the UK Government introduces new guidance for children to now be taught about health, sex and relationships – including periods – by the time they finish primary school.

WaterAid’s new animation, P.E.riod Excuses is written by award-winning children’s author Jacqueline Wilson, narrated by actress and first female Doctor Who, Jodie Whittaker, and illustrated by Wilson’s longtime illustrator, Nick Sharratt. It features three girls discussing their own periods and the very real issues that surround them, as well as how girls and women around the world deal with their periods.