Joya Sanitary Napkin: A topic of 'shh…' to a topic 'must talk about'

Ummiya Rahman

Campaign details

Brand Owner: Social Marketing Company
Lead agency: Grey Advertising Bangladesh
Brand: Joya Sanitary Napkin
Country: Bangladesh
Industry: Feminine hygiene
Media: Newspapers; Point-of-purchase, in-store; Television
Budget: Up to 500k

Market background and cultural context

The sanitary napkin is not an absolutely new product in Bangladesh, more or less everyone is aware of the category because of extensive marketing and communication efforts. However, in this part of the country, where more than 90%i of the populations are Muslims, another thing, which was not new either, was taboos (cultural and religious) concerning blood, menstruating girls and women – taboos that have impacted overall menstrual hygiene.