Here’s a sobering fact – one out of two women from vulnerable communities in Colombia live in menstrual poverty, as they cannot afford sanitary pads due to their limited income (sanitary pad expenses for women in these communities surpass their daily income by 148%).
This lack of access to proper hygiene products leads to the use of unsuitable items like toilet paper, rags, and socks, resulting in infections and reproductive health issues. Additionally, the stigma around menstruation and a lack of education cause young women to skip almost 20% of school days.
Our friends at VMLY&R created, “Proud Legacy,” a sewing studio dedicated to defeating menstrual poverty by teaching three generations of women to sew their own sanitary pads and rethink them with innovation and at the same time, the women share knowledge across generations in a safe space from menstruation-stigma.
Natalia León, Country Director of WaterAid Colombia shared with Reel 360 News, “We all have the right to live without fear. Losing the fear of our own body is the first step. Nothing that naturally happens in our bodies makes us unworthy. Honoring the natural is destiny. Educating ourselves on the subject is the way. Without knowledge, there is fear; with fear, there will never be dignity; without water, there is no freedom. Today we raise our voices in Colombia for a life where our body is respected and being a woman is a source of pride.”
Inspired by their afro-indigenous heritage, VMLY&R designed sanitary pads reimagined with innovation and fabric patterns that use a blood color shade guide to help them prevent health conditions.
Proud Legacy guaranteed Tomarrazón’s access to hygiene tools for four years. – We provided a lasting solution to menstrual poverty. – Tomarrazon became the first town in Colombia to eradicate menstrual poverty. – The sewing studio is now replicable throughout Colombia. – Most importantly, we transform heritage into an educational way to embrace the menstrual cycle with pride. In addition the program reduced Tomarrazon’s menstruation-related school. Watch the original documentary below:
REELated:
Julián Núñez, CCO, VMLY&R Colombia notes, “Proud legacy is not just about promoting action but creating a better future. By fighting menstrual poverty in Tomarrazon, we are ensuring that every woman has access to their basic menstrual rights and building a foundation for a more equitable and empowered society. With this idea we are proud of the transformation and changes in women’s life, inspiring their passion that continues working towards a world where everyone has access to the resources they need to thrive.”
This is when advertising does good.
CREDITS:
CLIENT: WaterAid Colombia
- Natalia León, WaterAid Colombia
- María Paula Gómez, WaterAid Colombia
- Martina Avellaneda, Artist
- Viviana Castañeda Márquez, Fabric pattern artist
- Juan Gabriel lópez, Salvación Studio
AGENCY: VMLY&R COLOMBIA
- Catalina Sánchez, CEO VMLY&R COLOMBIA
- Debbi Vandeven, Global Chief Creative Officer
- Nino Goldberg, CCO & PRESIDENT VMLY&R LATAM
- Julián Núñez, CCO VMLY&R COLOMBIA
- Andrés Bolivar, Executive Creative Director VMLY&R Colombia
- Cristian Forero Yusti, Executive Creative Director VMLY&R Colombia
- Sara Vega Mateus, Copywriter
- Catalina Reyes, Art director
- Daniela Niño, Copywriter
- Santiago Cuesta, Executive Creative Director VMLY&R
- Gustavo Hurtado, CTO VMLY&R COLOMBIA
- Adriana Gaitán, Growth Director
- Sebastián Dávila, VT Strategy
- Juan David González, VP Client Engagement
- Lauren Lafranz, Executive Director Global Creative
- Sebastian Moreno, Executive Business Director VMLY&R Colombia
- Leonardo Jiménez, Copywriter
- Brahian Santafé, Art director
- David Perilla, Art director
- Andrés Niño, Art director
- David Núñez, Graphic Designer
- Diana Orjuela, Graphic Designer
- Daniela Mosquera, Account Executive
- Álvaro Henao, Audio Productor
- Jhon “monki” Rodríguez, Edition / Motion
- Juan “pollo” Cárdenas, 3D / Edition / Motion
- Ismael Garzón, Colorist
- Manuel Mora, Edition / Motion
- Natalia Polania, English Voice Over
- Loren Pérez, Spanish Voice Over
PRODUCTION COMPANY: Whisky
- Julio Miguel, Director
- Juan Lerner, General Producer
- Eduali Pirela, DOP
- OBELIX, Producer
- Felipe Ramírez, Camera
- Diend, Casa de Animación
- Camilo Rojas, Animador
- Dana Magallan, Estudios Machina
- Camilo Lucena, Estudios Machina
