WaterAid - "Proud Legacy (board)" by PHNX Awards 2024
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| Title | Proud Legacy (board) |
| Agency | VML Colombia |
| Campaign | Proud Legacy |
| Advertiser | Wateraid |
| Brand | WaterAid |
| Date of First Broadcast/Publication | 2023 |
| Product | Menstrual Health |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | To combat menstrual poverty in Tomarrazón, La Guajira, Colombia, we established a sewing studio as a safe space for women. Here, we taught three generations of women to sew their sanitary pads and reimagine them with innovation. We incorporated fabric patterns with a blood-color guide to enable women to compare their menstrual flow and detect menstrual-related health conditions. These pads are self-made, reusable, and designed for lasting access, guaranteeing a sustainable and affordable solution for menstrual poverty.Our experience in Tomarrazón inspired us to create art and music pieces that we showcased in the capital city, Bogotá. Hundreds of people learned about our project and engaged in a conversation about menstruation, a topic rarely discussed before. Our aim was to familiarize people with the different stages of menstruation, including menarche, menstruation, and menopause, and educate them to break the taboo surrounding menstruation. |
| Problem | One out of two women from vulnerable communities in Colombia lives in menstrual poverty. They cannot afford menstrual products due to their limited income, which leads them to use unsuitable elements such as toilet paper, rags, and socks, resulting in severe urinal and vaginal infections and reproductive health issues. Additionally, the stigma around menstruation and lack of education, causes young women to skip almost 20% of school days, so ¿how can we give them a lasting solution, give them proper menstrual education to break down bias around this natural subject? |
| Result | · 100% of Tomarrazón's women got their menstrual rights guaranteed.· Tomarrazon's women now have access to hygiene tools for four years and a lasting solution to menstrual poverty.· Tomarrazón is now the first territory in Colombia to ensure 100% menstrual rights for women.· We transform heritage into an educational way to embrace the Menstrual Cycle with pride.· The sewing studio is now replicable throughout Colombia. |
| Media Type | Case Study |
| Length |
More ads from VML Colombia
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- BRAND:
- Partnership For a Healthier America
- AGENCY:
- VML