The Stain Not Shame campaign is a landmark campaign.

It is the first campaign in Kenya that is directly responsible for the Government Of Kenya announcing a policy that seeks to put a legal framework around period shaming that makes it a punishable offence. Kenya will be the first country in Africa to have a policy of this nature.

This will, in the long term impact women, who for generations have faced expulsion, shame and in some cases loss of life, because of period shaming. From here on, period stains shall have no consequences for women - be it in schools, homes or the parliament.

Zeva is a small women’s wear brand founded by Eva Zinzi. Zeva’s client base is 98% urban Kenyan women. As a victim of period shaming herself, Eva had a strong response to the parliament incident.

Stains happen on clothes, making it the perfect medium to campaign for legislation around period shaming. The stains were beautifully designed and placed where they naturally happen, challenging people to look at period stains differently.

While bigger brands cannot take the risk of activism through their clothes, Zeva, was dynamic and bold in launching a collection showcasing period stains.

Brief: Give key influencers who have the power to swing public opinion and affect policy changes a means of challenging the status quo in Kenyan society.

Objectives: Ask women to wear 'Stain Not Shame' collection as an appeal to law makers to make period shaming a punishable offence. Cement Zeva’s brand perception as purpose driven brand.

In Kenya, there is no law and no consequence to period shaming. The tradition of shame is passed down from one generation to the other. A few years back, a 13 year old school girl took her own life upon being period shamed by her teacher. The parliament incident shook Kenyans because up until now we chalked up period shaming to ignorance but what happened to Senator Gloria on February 14th made it clear that period shaming spared no one in Kenya - senator and school girl alike.

This campaign came as a timely catharsis to a storm brewing in Kenya and the support was overwhelming. It led to corporates and the government to take immediate notice and action.

On March 8th, International Women's Day, Zeva a small fashion brand in Kenya launched Stain not shame, a limited collection of beautifully crafted, hand drawn stainwear.

The collection featured a capsule collection of 8 dresses in vibrant colors and trending styles, It used blood red designs placed boldly on women’s dresses to challenge people to look at period stains differently. The stain wear collection transforms every woman who wears these dresses into a medium of change.

The collection was made available, and an appeal was put out to women to wear it and normalise the sight of period stains so they don’t evoke such shock, shame and disgust.

Data gathering: Fashion activism has never been done in Kenya. 4 million Kenyans supported an anti-period shaming law (from the recent parliament incident) . 79% of Kenyan youth shop online for clothes and accessories. 32% of Kenyan youth prefer shopping from local brands.

Target audience: Urban Kenyan youth who were already outraged and needed a tangible way to show their support and advocate for change. Female hygiene products Brands that could address period poverty that leads to period shaming in some cases. The government of Kenya and the women’s right representative who could affect a policy change with regards to period shaming.

Our call to action was simple, wear the dress and call out to our lawmakers to put a stop to period shaming.

Implementation: For the 8-piece capsule collection, the clothes were design by Eva Zinzi and produced in her studio in Kangemi, Nairobi. Materials were locally sourced silk, poplin and cotton. The designs were modern, in trending silhouettes, one design was made unisex. The stain design was hand drawn by Jesse Okumu and digitally reproduced. The stains were custom printed for each woman/man so that it was placed where stains naturally occur.

Timeline: The 'Stain Not Shame' collection was conceptualised, designed, produced and launched on March 8th, 2023, International women's day, just 21 days after the parliament incident.

Placement: The stain wear collection transforms every woman who wears these dresses into a medium of change.

Scale: A capsule collection of 8 pieces. Available countrywide.

Gender representation and long term impact: In the first 3 weeks of the campaign, the designs were worn by the most influential Kenyan women and men, it led to Kotex joining the campaign. The government of Kenya in a landmark announcement announced that it will put forward a policy linking period shaming to the Kenyan Penal Code making it a punishable offence.

Business impact: The Stain not shame collection catapulted a Zeva a small fashion brand into a bold, fun, fearless brand overnight that drew support from the most influential Kenyan women and men. Sales were up 280% (best quarter).

Change in behaviour: This campaign is the only campaign in Kenya to directly affect a policy change that makes period shaming a punishable offence.

Brand perception. From little known online brand to fun, fearless purpose-driven brand that was supported by influential Kenyan women and men and the Kenyan government.

Out of 47.6 million Kenyans, 35.7 million are under the age of 35. 76% of this youth own smart phones and are active on social media. KOT (Kenyans on Twitter) are very vocal and influential. They are responsible for influencing social and political change. There was great support online for Senator Gloria but the youth did not have the means to channel their anger into action. Fashion activism has never been done before in Kenya and this campaign managed to cut through the clutter in social media and capture immediate attention and response.