Gurugram, Haryana, India

Creative Agency: NH One Design Communications Pvt Ltd
Project Type: Produced, Commercial Work
Client: Don’t Hide it. Period.
Location: Gurgaon, India
Packaging Contents: 10 Sanitary Pads in a Canvas Pouch
Packaging Substrate / Materials: Canvas Pouch
Printing Process: Digital

Period is as natural as eating, drinking and sleeping. There’s can be no human race without it. Yet most of us loathe talking about it. Look at social media. You’ll see plenty has been written to address this issue. Despite all the mediums of communication that exist we feel the first point of that communication should be the packaging itself. Since we interact with the sanitary pad every month. It lives with us hidden in our bathroom drawers. Wouldn’t’ it be fantastic if every month the packaging system can engage us in this conversation and encourage us to open up and talk about periods?

We thought of breaking this taboo and re-design the way a sanitary pad packaging interacts with its user. We wanted to turn the boring sanitary pad packaging into one that is inspiring, confident and sparks conversation. We designed a canvas pouch with the core messaging. Each pouch contains a set of ten sanitary pads, each with a unique message, so that the most natural phenomenon in the world can no longer be the most stigmatised of embarrassing one.

Apart from the packaging and Tshirts, Donthideitperiod.com, a website dedicated to the campaign invites users to join the conversation by writing their own messages on the virtual pad and share to create wider awareness on social media.

What’s Unique?
Even in urban India, people shy away from talking about periods. And the first step is to create a shift with this audience. We are aiming to start an urban dialogue to stir the conversations around menstrual cycle with an end motive to help the rural women to access the sanitary pads at low cost. Sold exclusively on Nykaa.com, with every pack of pads purchased, the sale proceeds will be donated to The Better India, who are setting up a factory in Ajmer together with Aakar Innovations who will employ local women to manufacture and distribute bio degradable, low cost sanitary napkins.

We are very happy with the response we have received on our campaign. As our social media insights reveal, a large number of our supporters belong to the age group of 18 to 24, followed by 25-34. As a country with 65% population under the age of 35, we are happy to get support of the youth who can and are bringing about a change in the society in various ways. We continue to receive daily messages from women all over the country appreciating and supporting the campaign. It feels great to see them proudly sharing pictures of the #donthideitperiod pads, their favourite messages and talking about period toboos in their stories.