However, in the Middle-East no global brand has dared to open this conversation due to the high potential risk of wide-spread backlash.

Meanwhile, majority of women continue to hide period products in public.

They end up concealing them in old newspapers or black plastic bags as if they are doing something illegal.

It was time to change behavior by ending the unnecessary secrecy around menstruation.

Getting women to speak about it was not enough.

We needed a powerful symbol that will allow the media and the society at large to recognize and embrace the cause.

Shifting the topic from debate to practice.

IDEA// To challenge the secrecy around pad taboos, we created a symbol of transparency - a line of see-through bags "Taboo Totes".

We collaborated with daring local influencers to proudly showcase their pads in transparent totes during one of the region’s most anticipated period of time– the Dubai fashion week.

Unbranded and without carrying any message, our totes then made their way into the media frenzy of the Dubai Fashion week, stealing the show and garnering extensive coverage.

In less than 48 hours the campaign went viral, generating both outrage and support across all corners of the region.

With numerous other influential women joining the conversation, uncovering the “pad shame” women carry every day.

STRATEGY// In preparation for the campaign, our research aimed to evaluate the timing for addressing the persistent taboo of menstruation. We discovered a critical, yet unspoken, demand for change amidst a backdrop of societal stigma.

Despite 71% of women feeling embarrassed to purchase menstrual products—often treating it as a secretive act—82% wished to buy and carry sanitary pads openly without shame.

Our strategy focused on a symbol of period transparency that would challenge period taboos and normalize the conversation.

Allowing women to carry the message just like they carried the stigma for the longest time.

We aimed to ignite discussions on menstruation where our audience frequently engages yet hesitates to discuss periods—social media. Leveraging influencer partnerships during the period of Dubai Fashion Week, a time where followers are keen on fashion trends, we strategically introduced the topic through popular fashion influencers, effectively bringing "pads" into mainstream conversations.

EXECUTION// The campaign started two weeks before Dubai fashion week and followed three phases:

SPARK:

It began with influencers featuring a transparent bag in their “Get Ready With Me” for #FashionWeek' videos, showcasing Nana pads inside.

A daring act, never seen before by people in the region.

This phase brought in the backlash we were expecting.

EMBRACE:

Instead of backing down, we owned the cause and turned the viral message into a full fledge #NotATaboo campaign:

Introducing our Bespoke “Taboo Totes” collection.

We then featured them on billboards. magazines, and social pages to normalize the conversation.

COMMIT:

Committed to sustaining momentum, we amplified our campaign by flooding social media with educational content

At this point, we started making our way not only to a key event like Dubai Fashion Week, but going beyond regional boundaries and capturing global attention, thereby significantly influencing the international dialogue on pad shame.

OUTCOME// 40M People Engaged

$20M Earned Media

73% of the region reached

37% drop in “pad taboos” vs. before the campaign