New Delhi, May 26, 2020: Pee Safe, India’s leading personal hygiene and wellness brand, has launched #bleedyourway, an integrated campaign,marking Menstrual Hygiene Day. Pee Safe’s campaign addresses some prominent themes including sex during periods, vaginal health, use of sustainable period care products, PMS, among others. The brand will also be distributing menstrual cups to underprivileged girls through an NGO. Since 2017, Pee Safe has been working towards breaking the stigma surrounding something as natural as menstruation.

The completely consumer-centric interactive, informative, and personalized campaign will have various sessions, quirky discussions with the influencers, Q and A with experts, as well as fun competitions. The campaign was put in motion after research by Pee Safe revealed lack of awareness around the kind of options there are for menstruation apart from sanitary pads. The sessions are divided by different products and topics. Pee Safe aims to encourage its consumers to make an informed choice and choose the way they would want to bleed — #bleedyourway.

Speaking about this, VikasBagaria, Founder, Pee Safe, said, “India has always been known for its sustainable and resourceful practices and menstruation is not alien to this phenomenon. While cloth was used as an alternative, somewhere down the line, we switched to disposable but not-so-sustainable products. Now, while there is awareness, the need of the hour is integrated campaigns such as the one we have undertaken to help Indian women switch to better alternatives that are good for both the environment and their health. Girls and women must understand how disposable plastic pads can affect vaginal health and alter our immediate environment, an impact that can last beyond our lifetime. This is also the time to break taboos surrounding menstruation which is a completely natural phenomenon.”

Pee Safe regularly undertakes campaigns and partnerships that showcase its support to the cause of empowering women. The most recent one is its association with the Taapsee pannu starrer Thappad encouraging women to take charge of their well-being. The brand has also been associated with the movie Toilet Ek Prem Katha earlier. Pee Safe regularly undertakes social media discussions and what is called Pee Room conversations to enable women to speak out about taboo topics including menstruation and intimate health.

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Statistics indicate that India has over 355 million menstruating women and girls, but many of them face uncomfortable and undignified experience with menstrual hygiene management.[1]Despite national and international level push to address this issue through various social media platforms, campaigns, availability of eco-friendly or biodegradable menstrual products, etc., there is still ambiguity around the issue especially in the rural areas. On Menstrual Hygiene Day, there is a need to raise awareness on these aspects especially among rural school going girls.

Informed choice is an important aspect of women’s reproductive and sexual health. This is also important with regard to menstrual hygiene where in they have access to information about the products available, their advantages and how to use and dispose them, and the freedom to choose a product depending on their needs, and the socio-economic contexts in which they live in.

Speaking about this, SrijanaBagaria, Co-founder, Pee Safe, says, “Despite progressive statistics,menstrual hygiene is an essential aspect of female health which is grossly neglected in India. Although there are several government initiatives which have brought significant improvement in the number of women having access to sanitary pads,many in the rural areas continue using unhygienic alternatives. Awareness needs to be raised not only on maintaining hygiene, but also on the availability of sustainable alternatives such as biodegradable sanitary pads and menstrual cups. They are beneficial to both women’s health and the environment.”

Adding further, Dr Hrishikesh Pai, Past Secretary General, The   Federation of Obstetric and Gynaecological Societies of India-FOGSI , said, “​Period talk is an extremely important aspect of sexual education in young girls. It must be imparted at the right age and time leading up to menarche. There is a need to make them aware that inadequate attention to menstrual hygiene can lead to many infections and even cervical cancer over time. Awareness is needed not only among the girls but also their mothers and family on how important it is to offer support and understanding during this critical phase.’

Lack of menstrual hygiene after the birth of a baby can also impact the mother’s health leading to issues such as urinary tract infection (UTI) and reproductive tract infections (RTIs). Awareness on the use of hygienic methods and proper disposal of waste is a must. According to Dr Sara Bailur, Pediatrician and Clinical Genetecist, Redcliffe Lifesciences, “There is a strong need for creating awareness among women of hygienic practices during the menstrual, partum and postpartum periods. Unclean practices can increase the risk of infections in new mothers impacting their health. Thus, apart from using proper sanitary products, it is also imperative to ensure that they wash their intimate area well, change pads from as and when required, among other things.”

As per statistics, there are over 355 million menstruating girls and women in India, which totals to approximately 121 million used disposable sanitary pads. This number is a huge concern given the fact that it takes at least 500 to 800 years for a single sanitary pad to decompose. However, there is already a change happening on the urban front.

As a society, the stigma around periods or menstruation must be overcome. it is imperative to understand that there is nothing shameful or impure about and that women have the right to access to sanitation and good menstrual hygiene. Building knowledge and support are key as is dispelling myths and taboos surrounding menstruation by talking about it proactively without shame.

[1]Menstrual Hygiene Preparedness Among Schools in India: A Systematic Review and Meta-Analysis of System-and Policy-Level Actions; International Journal of Environmental Research and Public Health 2020

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