Nobel Hygiene, one of India’s largest manufacturers of personal hygiene care products, has released a campaign for Menstrual Hygiene Day 2020 that aims to tackle the taboos that remain around periods and menstrual hygiene in the country.
Even in today's society, those who deal with periods often normalise their extremity due to social stigma and a lack of awareness around issues such as good menstrual hygiene. Lack of education in this area can lead to socially uncomfortable situations such as leakages and staining, as well as more serious health issues, such as the spread of infections.
To mark Menstrual Hygiene Day (28 May 2020), Nobel Hygiene worked alongside Rio Agency to address these issues through a series of visuals and analogies, which showcase the realities of dealing with heavy periods practically, as well as tackling some of the taboos still prevalent in attitudes towards menstruation.
Sharing his views on the campaign, Kartik Johari, vice-president of Nobel Hygiene said: “An overwhelming majority of women in India who suffer from a heavy flow are undiagnosed and ill-informed about their condition. We understand that the journey from using a cloth to sanitary napkins has been a long and arduous one. However, this needs to be refined further, as a few sizes do not fit all.
“With this campaign, we want to reach out to women and help raise awareness about the repercussions that ignoring and not recognizing heavy flow as a unique condition might have on their bodies... The normalization of this condition cannot continue in the interest of their wellbeing.
“The campaign will show solidarity to women facing these challenges, and let them know they are not alone in busting age-old myths.“