In Brazil, 11 million people who menstruate don’t have access to basic hygiene items and end up using toilet paper, newspaper and even breadcrumbs when menstruating. Basic facilities such as decent toilets in schools and communities are also lacking. It could be a lie but is menstrual poverty. There are millions of people in unhealthy conditions who need the help of society to access simple sanitary pads. This basic right, guaranteed by Unicef, was denied, as the bill in Brazil that ensured pads to needy people was vetoed. As the intellectual leader of the category, it was the role of Sempre Livre and Carefree to focus on this conversation through a new campaign and try to reverse this scenario. Our objective was to propose a reflection on a basic right of people who menstruate in relation to their fluids, bringing Sempre Livre and Carefree as supporters of this cause.

Music has always been a transforming agent in society, especially rap, for its contesting attitude. Therefore, we rely on it to elucidate the facts around menstrual dignity.

“I don't want you to feel sorry, I just want more dignity

I take the scene, I speak, in the face of data I don't shut up.

The flow is intense and complicated, and it is not a thing in the past

Access health talk, I'm waiting for this progress

Blood flows nothing is done, no matter your dialect

Know that you have rights”

We went further and took this message to places where it usually doesn't get to, to communities that suffer the most.

With Unicef, we implemented a project that included donations, menstrual education classes and training for girls. We also created CineSangue, taking music into schools. In addition, we have given visibility to all those who menstruate, including trans men.

Since the issue of menstrual poverty was so invisible to society and not even mentioned by those people who suffer from it, our strategy consisted of disseminating the campaign message, so that everyone who was impacted by it would engage and connect with the theme.

That is why the strategic thinking consisted of proposing the opening of dialogues in different channels and reinforcing the role of brands in providing education and access to products, in addition to talking about intimate health as a whole so that people who menstruate understand how their own bodies work.

With 360 communication, it was possible to amplify the campaign messages, developing and implementing a strong and integrated communication plan. With these initiatives, brands were able to bring up topic to form a support network and make a difference in society.

The campaign took place in three major phases:

1// Raise the agenda - we launched a survey that opens up this reality on the same day that the government vetoed a bill that distributed sanitary pads to needy people, which shocked everyone and made them think.

2// Reflection and Amplification - It was through music that we saw a way to generate high impact on everyone. Thus, we launched the clip with the rapper Bivolt, which circulated on social networks. We also explored music as an asset, as the lyrics themselves were strong enough to convey our message, so we placed spots on Spotify to reach more people.

3// Debate - And to ensure that this campaign reached all those impacted by menstrual poverty, together with UNICEF, we took the clip into schools in underserved communities to be debated, including other educational initiatives and donations.

-The song broke barriers and a reflection came with a beat:

11 million people live in menstrual poverty, we impact more than 10x that number: 135 million total impressions, 26 million on Youtube and 9 million on Spotify.

We only had 7% dispersion on Spotify, a very low number for the platform.

15.2M watched the clip and we achieved a complete view rate of 56% (vs 43% of our average).

We also disseminated the message in more than 80 organic publications in vehicles about rap and black issues, generating more than 33 million potential impacts.

-Our act went from reflection to transformation.

After five months, the government passed the law that guarantees access to sanitary pads for people in need.