Dit is maandverband

In collaboration with Join for Joy, we developed the campaign ‘Dit is maandverband’ (‘This is a sanitary towel’) to raise awareness about period poverty in East Africa. This issue forces girls to use newspapers, socks, or leaves during their periods, because they lack access to proper sanitary products. Not only does this pose health risks, such as infections, but it also causes girls to miss school regularly, leading to learning gaps that hinder their chances of building a better future.

With this campaign, we aim to show how something apparently small, like a menstrual cup, can make a huge difference. For just 10 euros, you can give a girl the opportunity to attend school with fewer worries for up to 10 years, allowing her to fully focus on her future. Images of socks, notebooks, leaves, and newspapers form the core of the campaign, provoking thoughts about what it means having to live in period poverty.

With (D)OOH, wild postings, and a striking full-page ad in Het Parool, we drove people to take action. The message is simple yet powerful: a 10-euro donation means a girl won’t have to interrupt her education, giving her the freedom to learn, grow, and shape her own future.