Cannes Lions

This is Not A Sanitary Pad

M&C SAATCHI ABEL, Johannesburg / DISCHEM FOUNDATION / 2017

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It struck us that the very thing girls are forced to use as sanitary protection, newspapers, are the perfect medium to educate around the problem.

Large type and simple, direct language were also used to create impact.

In this way we hoped to break through the stigma that still exists around menstruation. SA is a largely traditional, conservative society particularly in the rural areas affected.

Using newspaper as a medium had the added benefit of reaching and educating a male-biased readership (primary audience of Pretoria News) on an issue about which they most likely knew nothing.

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