RIO launches new campaign for awareness on menstrual hygiene to coincide with the Menstrual Hygiene Day(May 28th) to raise awareness about the challenges that women face due to heavy flow.
In our society, women have normalized the extremeness of their period due to lack of awareness about heavy flow and therefore do not realize that their condition might require them to use different products than the norm. This often results in leakage, staining, the napkin overflowing, a higher rate of infections because of leaving on a full pad for longer than it should in addition to rashes and discomfort because of having to compensate by using multiple pads at once. All of these are signs of poor menstrual hygiene practices.
This Menstrual Hygiene Day RIO addresses this issue via a campaign with a series of analogies to showcase how women feel when they use a regular napkin during heavy flow and calls out the oxymoronic habit that we have become accustomed with. This is questioned through instances that elaborate on the need for the usage of the right product that can handle heavy flow, which is essential for good menstrual hygiene.
Sharing his views on the campaign, Kartik Johari, Vice-President, Nobel Hygiene says “An overwhelming majority of women in India who suffer from 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. There are a lot of missed sizes in between that lead to hygiene issues that need to be addressed. And a huge chunk of it deals with heavy flow which has so far been ignored.
The campaign will also create awareness and education on the brand’s blog articles about good menstrual hygiene practice, busting myths and about sanitary pads including the purpose of wings and length of pads. The campaign will be showcased on their Instagram page @theriopads and Facebook page @theRIOpads. The concept has been put together by Schbang.