At a vulnerable stage in their lives, girls around the world and in the UK face a social stigma around their periods. Made to feel ashamed of their bodies, girls often miss out on school activities due to the shame they feel.
This International Day of the Girl, Plan International UK and AMV BBDO are tackling the stigma around menstrual hygiene and bringing this issue to center stage. Based on the research conducted in the UK with research agency Opinium, the truth is that 71% of girls have felt embarrassed buying sanitary products, and a further 67% would feel embarrassed if they found period blood on their clothes. To combat this stigma, Plan International UK and AMV BBDO have developed Plaster Pads: miniature sanitary pads that are worn like plasters for all the world to see.
Plan International UK are distributing boxes of Plaster Pads to celebrities and influencers, encouraging them to puts pads where plasters go and share on social media, to show that periods are nothing to be ashamed of. The Plaster Pads will be printed with slogans that highlight the need to remove the stigma around blood; after all, blood is blood.
Tanya Barron, Plan International UK’s CEO said “Girls are telling us that they are embarrassed, confused and ashamed about periods, a completely natural biological process which happens to half the global population”.
She continued, “As a society we obsessively euphemise, belittle and silence menstruation; we need to address the impact this is having on girls. “The campaign will be supported by a hashtag, #weallbleed, designed to highlight this simple fact and to remind the nation that periods and menstruation are a normal part of everyday life."
Account Managers: Sarah Douglas, Anna Holloway, Camilla Ahwazian
Art Director: Scott Kelly
Art Producer: Deborah McCartney, Fiona Bailey
Copywriter: Ben Polkinghorne
Creative Agency: AMV BBDO
Photographer: Sebastian Nevols (Hero), Jack Lawson (Pack)
Planner: Alaina Crystal