Brands whip out period pain simulators, bust menses myths on World Menstrual Hygiene Day
Even in 2024, Indian families shy away from openly discussing periods or even saying the word aloud in conversations. Brands in the personal care space have come forward to encourage men to not just talk about the subject but also correct their misconceptions regarding menstruation on World Menstrual Hygiene Day, which falls on Tuesday, May 28. In the campaign titled #TheBloodyConversation, Sirona Hygiene from the Good Glamm Group encourages men to learn more about menstruation through open dialogues to break the taboos and dispel the misconceptions surrounding the subject. They have put up a 14-minute long-form video in which six men wearing period pain simulator belts are asked questions about periods. The intensity of the pain increased with every wrong answer. In the end, all men emerged more empathetic towards the women in their lives and much better informed. “At Sirona, we refuse to tiptoe around the subject of menstruation,” asserts Anika Wadhera, Head of Marketing, Sirona Hygiene, Good Glamm Group. “Our #TheBloodyConversation campaign challenges societal norms that perpetuate silence and misinformation. By compelling everyone to engage openly and honestly, we are driving towards a future where menstrual health is universally understood, respected, and supported,” she said. The company informed that the menstrual hygiene market has experienced substantial growth, with a compound annual growth rate (CAGR) of 6.3% from 2019 to 2023. Over the past two years alone, there has been a significant shift in the conversation surrounding menstrual hygiene, marked by a remarkable 25% increase in online searches related to menstrual health and hygiene. “Throughout this period Sirona has led multiple campaigns aimed at educating the public and destigmatizing menstruation,” said Wadhera. Noting that 8 in 10 women are silenced by social barriers when it comes to talking about periods, Pee Safe says it aims to break this silence and start meaningful conversations to make it a #PeriodFriendlyWorld. The campaign employs humour to educate and connect with a broader audience, highlighting the benefits and accessibility of Pee Safe's menstrual hygiene products. A new advert for the campaign revolves around a teenage girl experiencing periods, and the overtly exaggerated reactions of her family members to completely normal discussions about her condition. Her father gave a very filmy reaction to her saying she was in pain. Her brother channeled his inner actor to speak like a mythological character when asked to bring her some period pads, refusing to do so in the most polite way possible. When the girl finally orders the pads online, her mother aged several decades to appear like a mother from a 60’s Hindi movie expressing shock over the uncovered pack of the pads being delivered by a male. She then speaks about the need to normalise the topic. “We envision a world where periods are treated with the respect and normalcy they deserve. By challenging norms and fostering open dialogue, we aim to achieve a more supportive and period-friendly world for all,” said Pee Safe founder Mr. Vikas Bagaria. He added that as a part of the campaign, Pee Safe will distribute approximately 5,500 samples of their Ultra-Thin Sanitary Pads across India, ensuring access to quality menstrual products. This initiative supports Pee Safe's long-term vision for menstrual hygiene and women's health, building on the success of their ongoing "Haq Se Period" campaign, which has already distributed over 2 million menstrual products and conducted over 370 awareness sessions in 90+ cities, he further stated. Paree Sanitary Pads, a homegrown feminine hygiene brand by Soothe Healthcare, announced the launch of its latest campaign, #EaseHerWorkFlow which promotes a period-friendly workplace. This initiative is an extension of the larger #Pareevartan campaign, which has been dedicated to promoting awareness, education, and empowerment regarding menstrual hygiene which was started last year. The film for the campaign shows the same office space and the same woman in the same situations in two different scenarios, with the only difference being the lack or presence of supportive colleagues during periods. In the first part, the colleagues make a lot of ignorant statements - calling her a Papa ki Paree, wondering if the period pain is actually that bad, ascribing the woman’s bad mood to PMSing and denying her a period leave. In the second scenario, the colleagues bring her coffee and chocolates on realising that she is menstruating while the boss asks her to take the rest of the day off after having dealt with a crucial presentation. “Our aim is to normalize and support menstruation in every aspect of life, especially the workplace. This campaign calls on society to take meaningful actions towards making menstruation a dignified experience for all women,” said founder and CEO of Soothe Healthcare Sahil Dharia. Moreover, he added, the #EaseHerWorkFlow campaign highlights the crucial role men can play in supporting their female colleagues by fostering an inclusive and empathetic work environment, advocating for menstrual health policies, and normalizing conversations about menstruation. Shruti Kapoor, Lead – Marketing at Soothe Healthcare, added “At Paree, we always strive to have a real conversation around Menstruation and that is reflected in our brand ethos and campaigns. With #EaseHerWorkFlow we want to show how an empathetic and collaborative environment can help women succeed at work and how small gestures will bring true #Pareevartan when it comes to the whole menstruation narrative.” Going beyond mere lip service, the company itself has introduced a Period Work from Home Policy, allowing women to work from the comfort of their homes during their menstrual cycle. For more updates, be socially connected with us on
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Tags : Pee Safe Paree Menstrual Health World Menstrual Hygiene Day Sirona Hygiene