Period poverty continues to take a toll on girls and women worldwide – especially when it comes to education. With 1 in 10 girls missing school daily due to lack of proper menstrual care, their wellbeing and future are at risk. Hevea – a menstrual cup brand dedicated to women’s health – launched a bold campaign to challenge this reality.
Menstruation continues to be heavily stigmatized, and the shame associated with “red stains” often leads to social anxiety and isolation. In impoverished and unstable regions, the lack of access to menstrual products forces many women and girls to miss out on education and community involvement.
Globally, 1 in 10 girls missing school daily due to lack of proper menstrual care. According to another study by the AHPMA, women menstruate for a total of 36 to 84 days each year – enough to significantly disrupt education and deepen the cycle of poverty, especially for girls in underprivileged communities.
Menstruation remains heavily stigmatized, with the fear of visible stains leading to embarrassment, social anxiety, and isolation. In impoverished or unstable regions, menstrual products are often unaffordable or simply unavailable – forcing many girls and women to stay home during their periods, ultimately missing out on education and community participation.
Globally, 1 in 10 girls miss up to 38% of school days solely due to a lack of menstrual products. According to the AHPMA, women menstruate for a total of 36 to 84 days each year—enough to significantly disrupt education and deepen the cycle of poverty, especially for girls in underprivileged communities.
Our strategy is to break these stigmas and create a world where every girl has the right to education, and the freedom to live without shame, fear, or stains holding her back.
Blood Barrier
The campaign rolled out on International Women’s Day with installations in the city’s busiest corners: sidewalks, public transport stations, parks. Each site featured a realistic menstrual stain accompanied by minimal yet impactful messaging, linking to our donation platform via QR codes.
At the same time, our four female ambassadors took to social media, sharing personal stories and highlighting the issue and donation mechanism.
Blood Barrier surpassed all expectations, achieving an engagement rate of 6.2%, which is 2.5 times the industry standard. The campaign organically reached 1 in every 4 adults and delivered an impressive 15x ROI.
See how we solve tough challenges and gain impressive results in a snap of fingers
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