Uncovering pad shame women carry

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In the Middle East, menstrual products are still stigmatized. Today, 78% of women still feel ashamed to carry and buy sanitary pads. As a result of pad taboos, products are concealed in old newspapers or black plastic bags in public. 

We collaborated with daring fashion influencers to proudly showcase their pads in transparent totes in their ‘Get Ready With Me’ videos. This simple act of defiance turned into a heated debate online, garnering more backlash in the first 48 hours than ever before. Instead of backing down, we turned an online stunt into a full fledge "NOT A TABOO" campaign. We launched a bespoke collection of ‘Taboo Totes’ and featured them on billboards, magazines, social pages and took them to to normalize the conversation and inspire action.