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My Lady: Your Fans are Standing by You

10.0

Media Type:

Brand

Agency

Country:

Iran

Industry:

Health, Beauty

As an attempt to increase public awareness about the importance of menstrual hygiene, My Lady, a sanitary pads brand owned by Zarinseloloz, published a digital video campaign entitled “Your fans are standing by you” on World Menstrual Hygiene Day. The video features Elnaz Kompani, a professional track and field athlete from Iran, who encourages women not to let menstruation be a reason to stop being active. Though the “Your fans are standing by you” was designed for the brand activation of My Lady Sanitary Pads, it pursued CSR objectives as well. In many parts of Iran, menstruation is still considered a taboo subject. Women are often made to feel ashamed and embarrassed about their periods, and many are forced to hide their menstrual cycles from others. This can lead to a lack of education about menstruation, as well as a lack of access to proper menstrual hygiene products. “Your fans are standing by you” was an avant-garde campaign in that it broke down the taboo and started talking openly about the issue.