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The campaign seeks to educate and connect with a broader audience, highlighting the benefits and accessibility of Pee Safe's menstrual hygiene products.
Pee Safe, a personal hygiene and wellness brand, has launched a humorous video campaign in honour of Menstrual Hygiene Day. With the alarming statistic that 8 in 10 women are silenced by social barriers when it comes to talking about periods, Pee Safe aims to break this silence and start meaningful conversations.
The campaign, centered around the hashtag #PeriodFriendlyWorld, aligns with the global theme of creating a more inclusive environment for menstruators. Pee Safe's initiative employs humour to engage the public, debunk myths, and foster open discussions about menstrual health. By utilising these devices, the campaign seeks to educate and connect with a broader audience, highlighting the benefits and accessibility of Pee Safe's menstrual hygiene products.
Key components of the campaign include humorous video content designed to capture attention and initiate conversations, engaging social media initiatives with informative content shared across various platforms, and influencer collaborations with over 300 influencers to amplify the message and reach a wider audience.
Pee Safe’s motivation behind this campaign is to normalise periods and encourage open discussions, particularly involving male family members. The silence and stigma surrounding menstruation can lead to misinformation and inadequate menstrual hygiene management. Pee Safe aims to create an environment where everyone, regardless of gender, feels comfortable and informed about menstrual health.
"We envision a world where periods are treated with the respect and normalcy they deserve," said Vikas Bagaria, founder at Pee Safe. "By challenging norms and fostering open dialogue, we aim to achieve a more supportive and period-friendly world for all."
As part of the campaign, Pee Safe will distribute approximately 5,500 samples of Ultra-Thin Sanitary Pads across India, ensuring access to quality menstrual products. This initiative supports Pee Safe's long-term vision for menstrual hygiene and women's health, building on the success of their ongoing Haq Se Period campaign, which has already distributed over 2 million menstrual products and conducted over 370 awareness sessions in more than 90 cities.