The charity Care aims to explain how menstruation can affect girls' education in the developing world in this poignant film with a twist.
Created by BBDO Paris, and directed by Dr. Bowman, the ad depicts a mother and daughter going to school in the morning in an African country. They rise early, pack a bag and walk together to the school through the town. But when the bell goes for school, it's the mother who walks inside, while the daughter returns home to domestic chores. "Imagine having to wait for the menopause to go back to school," we're told.
According to Care, in Africa, one in 10 girls misses school due to menstruation, while in Nepal, 89% of girls suffer one or more forms of restriction during their menstrual periods, including having to leave school. On Wednesday, January 9, a woman and her two children in Nepal were found dead of smoke inhalation in a hut where, per the ancestral custom, women are banned during their menstruation, considered impure.
The campaign, which promotes the hashtag #RespectezNosRegles (“Respect our Periods”), will also feature an Instagram element, which will see influencers post texts deliberately filled with errors to give the impression they quit school at the age of 12, the same age many girls leave because of the stigma about menstruation.