Menstrual Hygiene Day

Bangladesh being a Muslim country has been conservative throughout the time frame. The new generation and the progressing world is having an impact on the society and many regular norms are coming to the edge of change. But still the population have a long way to go. Women have been predominantly taught to stay reserved about their premenstrual syndrome and the monthly cycle. Due to this tendency of keeping it private, women are lacking in knowledge about the hygiene measures that should be maintained and don’t speak about it even in their extreme situations.

28th May 2023, Menstrual Hygiene Day was themed on normalizing premenstrual syndrome as a part of daily and breaking the taboo. RoyalerChhobi Communications took a small initiative to break the taboo for the sanitary napkin brand Fresh Anonna. A combined campaign of an outdoor and digital activation was done to break the taboo of the society. Long shaped sanitary napkin was placed in public places. Sanitary napkin shaped seats were placed in public busses, park benches and in front of school to see the reaction of people. They were questioned about their perspective on premenstrual syndrome. The entire outdoor activation was filmed and a documentary was posted in social media to reach out to greater number of audience for breaking the taboo.