The anatomy of a campaign: ‘If men had periods’ by WaterAid | Source: The Guardian, Jan 25, 2016.
WaterAid’s campaign to raise awareness about the importance of menstrual hygiene playfully imagines a world where men have periods.
At WaterAid, we asked why menstruation provokes such a response? And I asked myself why, as a woman in my early 30s, do I still hide my tampon up my sleeve when I go to the office toilet?
More than one billion women don’t have access to somewhere safe to go to the toilet when they’re on their period. Often forced to find somewhere after dark, this is both undignified and dangerous. A lack of toilets in schools means that young girls often drop out of education when they reach puberty, limiting their life chances.
Without access to proper sanitary products, many women and girls use rags, newspaper and even mud, which can lead to infections. In rural Nepal and northern India the outlawed practice of chhaupadi – being ostracised from your family during your monthly cycle – still prevails.
In the UK, we use extraordinarily inventive euphemisms for menstruation – phrases like “I’m on”, “It’s that time of the month”, “the painters and decorators are in” are common, but starting your period should be a celebrated rite of passage, not an invisible act.
Development issues can be tough to translate to a UK audience, but periods are a relatable experience and we decided to use that to our advantage.
Read the complete article.