• In Peru, menstruation continues to be a taboo subject in schools, leading girls to suffer bullying from boys, generating absenteeism and low self-esteem. According to UNICEF 6 out of 10 girls have heard boys say that periods are dirty and disgusting.

• We needed to create a campaign to educate and raise awareness among boys about menstruation and mitigate the bullying that this generated towards girls.

• Generate conversation in schools and the general population around the topic of menstruation, to break taboos and continue educating trought our School Program.

• The total budget was $23,500

• We needed to impact 200,000 children in Peruvian schools (15 cities)

While children do not experience the menstruation process, they also bleed in school when they hit themselves or have typical sports accidents, and they usually use band-aids for that. With this logic, we developed band-aids in the shape of pads to convey in a simple and direct way that bleeding it's a common thing, and it should not be a reason for mockery or harassment.

Our target were boys and girls from 9 to 13 years old. 2,090 Peruvian schools (15 cities), KOLs and media.

How could we replicate a sanitary pad but in the form of bandages? That was the goal

-We used the Nosotras positioned graphic elements: Logo, colors, typography and the shape of the wings, which we used as a 360 texture.

-The materials were selected to resemble a typical bandage box, using 12mm (200g) thick corrugated cardboard with a matte varnish. The printing was done to scale. Each box had 20 sanitary bandages.

-We made 500,000 boxes to distribute them in 2000 Peruvian schools (15 cities), to KOLs, journalists and media.

+72M impressions

+45M Reach

+5M$ Free press

97% after seeing the campaign think that bleeding is normal.

87% agreed with the incorporation of men (boys) to the Schools Program.

95% recognize Nosotras as the leading brand in the normalization of the rule.

Brand appeal Increased 22 pp

Purchase intention Increased 11pp

Shareability Increased 10pp

Brand engagement Increased 6 pp

Brand identification Increased 6pp

350k children reached in 2,090 Peruvian schools (15 cities)

According to UNICEF 6 out of 10 girls have heard boys say that periods are dirty and disgusting

Peru is still a very macho society where boys are not taught about topics related to menstruation because they consider it "disgusting".

This lack of information causes them to harass and bully girls when they are on their menstrual periods, significantly affecting the self-esteem of girls and causing absenteeism from classes.

According to UNICEF 95% of girls feel uncorfortable to go to school in their period