Always is about empowering women and valuing female victories. When they received the survey results and understood the reality of girls impacted by period poverty, a motivation that went beyond the brand came up: Use the power of Always to minimize the problem and harness greater powers to amplify this motivation for cultural change.

With this alarming data, the brand sought to give visibility to this cause and eradicate the problem in the country.

Always believes that the lack of women’s period dignity reflects gender inequality, a portrait of a sexist society, which no longer fits these days.

A lack of conversation about this subject reinforces taboos and undermines the girls' development and self-confidence. Always had to contribute to transformation!

In Brazil, more than 54MM people live below the poverty line (with less than 2USD/ day).

A survey led by Always found that 1 out of 4 girls between ages of 15 and 17 years old, miss school because they don't have money for sanitary pads. Half of them revealed to have used newspapers, toilet papers or old clothes (regardless of the health risks) in place of pads . Menstrual period has become a source of shame for these girls.

Aware of this alarming data, the brand sought to give visibility to this cause and decided to work towards the eradication of the problem. When those girls miss classes (almost 1 month/ year) they are deprive of key experiences at school just because they don't have money nor for pads and sometimes not even for food, and the fewer young people go to school, the more poverty in the country.

Always, which throughout its history has always empowered girls and women, launched the #GirlHelpsGirl campaign to end Period Poverty. The proposal is to promote discussion about this reality in Brazil and contribute together with society to give everyone the opportunity for a better future.

Believing that every girl should have access to minimum hygiene products and that the potential of these girls should not be limited by a lack of sanitary pads, Always makes a long-term commitment to ending period poverty and invites all girls and women to embrace this cause.

#GirlHelpsGirl is a movement of female voices that unites women in a chain of support with lots of actions: Product promotion (for every product sold, P&G donated one for the campaign), donation of 3 million of sanitary pads, dissemination of the research to mass media and policymakers of laws and manifests carried out by celebrities and influencers.

Always has always empowered girls and women. The brand values sisterhood and the power of female victories for all women. It would be no different when faced with the serious numbers of period poverty in Brazil

The start was the understanding of the reality in the country. Brazil has several programs for poverty alleviation or income transfer but no attention has ever been given to those girls and to solve menstrual poverty. The result turned the problem into an unprecedented motivation: Promote a great movement with practical initiatives to help minimize the situation. A great challenge, since 85% of the legislative power is formed by men.

The campaign used survey data to draw attention to the brand's cause and actions to help girls throughout Brazil.

The movement was led by women and it reached out to those in government to help win laws that benefit our girls.

So #GirlHelpsGirl started!

#GirlHelpsGirl began in May 2021, from a survey of women from all classes and regions of Brazil. The sample favored the poorest population aged up to 21 years.

The data were transformed into content by the press office. The campaign also included the donation of 3 million of Always sanitary pads in partnership with non-profit projects and humanitarian aid institutions, such as the Red Cross.

To increase the relevance and reach of the movement, testimonies from famous women in Brazil were captured, which were transformed into a campaign manifest. All material produced was made available for sharing on social networks.

By the end of 2021, the brand raised bills for free distribution of sanitary pads in schools and sent the survey results to policymakers.

Always also put period poverty in the conversations of who really matters to politicians: The voters.

In less than a year, the campaign impacted more than 103 million of Brazilians and increased the number of posts on Twitter by 1,700%, posts on Facebook by 1,300% and press publications on the subject by 843%.

#GirlHelpsGirl placed Brazilian Instagram as #1 of the brand in the world, with a growth of 58% of followers.

But what really matters was the change in Brazilian public policies:

In March 2022, the campaign became Law throughout Brazil. The Law, unprecedented until then, guarantees free distribution of sanitary pads in public schools. Before, the only access to sanitary pads was by purchasing or receiving donations.

An action that provides direct aid to 5,600,000 girls.

This campaign is a victory for girls who have helped and continue to help girls.