YouTubers and Instagrammers from different parts of India came forward to lend their support for #FixYourPeriods, a first-of-its-kind digital campaign that aimed to create large-scale social awareness on modern methods of menstrual hygiene management (MHM) among Indian girls and women.
Bureaucracy Today was told that the campaign that lasted for over a month was conceived and executed by everteen, a feminine hygiene products brand owned by Wet and Dry Personal Care, a PAN Health initiative that ships products globally. The campaign was supported by the Women Health Organization (WoHO), Indian Medical Academy for Preventive Health (IMAPH) and HEAL Foundation.
A massive online success, the campaign generated approximately 1 million views and engaged nearly 100,000 women who posted their comments and queries regarding use of menstrual cups.
Social media influencers from Indian states of Andhra Pradesh, Assam, Bihar, Delhi, Gujarat, Haryana, Karnataka, Madhya Pradesh, Maharashtra, Punjab, Rajasthan, Tamil Nadu, Telangana, Uttar Pradesh and West Bengal took part in this campaign. Besides English, these social media champions also created user-friendly content in regional languages including Bengali, Hindi, Kannada, Marathi, Malayalam, Tamil and Telugu.