Bold steps are being taken globally to change the dialogue around menstruation with the #menstruationmatters and #nomorelimits campaigns gaining traction. Locally, performance marketing agency, Performics, will be building on this momentum with the #Donate4Dignity campaign which encourages the support of local NPO, Project Dignity.
Both Project Dignity and its umbrella company, Subz Pants and Pads, were founded by Sue Barnes as a way to manufacture and distribute environmentally-friendly, cost-effective, reusable sanitary pads to disadvantaged schoolgirls nationwide. The aims of Project Dignity resonated with the team from Performics, who were looking to create a pro bono digital media campaign in support of such a cause.
“We are really inspired by the work they are doing at Project Dignity and felt this was the perfect NPO to promote through a driven, online campaign,” explained Xand Venturas of Performics. “We came up with the ‘For Woman. Period’ concept with the idea to encourage discussion around menstruation, raise awareness about the impact a lack of sanitary wear has on young women’s lives and, ultimately, encourage donations towards Project Dignity.”
The first phase of the two-month #donate4dignity campaign – launched at the beginning of June – is to create awareness and start a conversation around menstruation. To introduce the campaign to the public using some humour, four pairs of people were interviewed about periods, starting with some light-hearted questions.
“We wanted to attract people to the campaign initially, and humour is a great way to do this,” explained Xand. “The questions get a bit more serious as the interview progresses to show the impact periods have on women, and to highlight how little many of us know about the issues faced by those without funds to buy sanitary pads.”
For two weeks, the videos will be uploaded onto the Project Dignity social media sites, alongside useful infographics and powerful stories around periods, driving home the need for more readily available sanitary products for the girls and women of South Africa. Following the initial launch, there will be a #Donate4Dignity drive which encourages donations towards Project Dignity – large and small – with impactful videos sharing the stories of young South African women who’ve been helped through Subz Pants and Pads donations.
Sue Barnes, founder of Project Dignity, said they were honoured to have been selected as the #Donate4Digntiy campaign: “Being selected shows the growing awareness about an issue that is challenging young girls in our country daily. We believe that the campaign will continue to highlight the importance of suitable menstrual hygiene management being made available to all in South Africa.”
Follow the #Donate4Digntiy campaign on the Facebook page – Project Dignity – or follow Project Dignity on Twitter for updates. Visit the website www.projectdignity.org.za for more information about the work being done to help uplift and empower South African girls.
Project Dignity also forms part of the MySchool Vote4Charity contest running from 18 May to 18 June. For every vote, R5 will be donated to Project Dignity and the top three contenders will win a professional promotional video shoot. To vote for Project Dignity, visit www.myschool.co.za/vote4charity