• In Peru, girls do not receive menstrual education in schools. No brand in the category has a program to address this issue. Nosotras have been developing a program in schools for 25 years, with the aim of educating girls on this topic. In 2022, we wanted to go further by incorporating boys into the discussion, since 6 out of 10 girls have heard from them that menstruation is dirty and unpleasant. To achieve this, we used a very common element related to bleeding, which is band-aids, designing them in the shape of sanitary pads and distributing them in 2090 schools from 15 Peruvian cities.

• 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.

Peru is still a very macho society, where boys are not taught about menstruation-related topics because they consider it "disgusting." Both parents and many organizations disagree with teaching these topics in schools. This lack of information has side effects such as boys harassing and bullying girls during classes when they are menstruating, significantly affecting girls' self-esteem and causing absenteeism from classes.

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

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

- Sanitary pads brands had never talk about menstruation to boys.

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.

Boys and girls from 9 to 13 years old from Peruvian schools.

In Peru, girls do not receive menstrual education in schools. No brand in the category has a program to address this issue. We have been developing a program in schools for 25 years, with the aim of educating girls on this topic. In 2023, we wanted to go further by incorporating boys into the discussion, since 6 out of 10 girls have heard from them that menstruation is dirty and unpleasant. To achieve this, we used a very common element related to bleeding, which is band-aids, designing them in the shape of sanitary pads and distributing them to more than 350,000 children in their schools

From April to December 2022 we were able to reach 2090 schools in 15 cities in Peru.

Our call to action was as simple as our idea #BleedingIsNormal

Through the Schools Program that Nosotras has been carrying out for 25 years in Latin America, from april to December 2022, we made these bandaids reach 2090 schools in 15 Peruvian cities.

Since the idea was so simple, the band-aids circulated not only in schools, but also reached thousands of people who used them and shared them on social networks under the hashtag #BleedingIsNormal.

We also summon key male opinion leaders who are highly followed by this young audience such as soccer players, actors, influencers and artists using our band-aids.

We were part of the television program most watched by Peruvians and our children's audience and we managed to get the leading child to show the band-aid and say that bleeding is normal

We even capitalized the World Cup in Qatar to reach our audience through a sports program.

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

2,090 schools reached from 15 Peruvian cities

350k Children educated (+85% from last year)

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

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

+72M impressions

+45M Reach

+5M$ Free press

Brand appeal Increased 22 pp

Purchase intention Increased 11pp

Shareability Increased 10pp

Brand engagement Increased 6 pp

Brand identification Increased 6pp

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.

- 6 out of 10 girls have heard boys say that periods are dirty and disgusting

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

- Sanitary pads brands had never talk about menstruation to boys.