Long-term Covid limitations had an unfavourable impact on menstrual hygiene, which had been improving steadily. Poor women were compelled to relegate personal hygiene goods to the bottom of their grocery lists as household incomes declined.
This situation is being addressed by a new coalition.
The Miss Universe Organization (MUO), Harnaaz Kaur Sandhu, reigning Miss Universe 2021, Arunachalam Muruganantham aka Pad Man, social impact agency DDB For Good, and the NGO Plan India formed a coalition and social impact alliance to build a platform for "menstrual equity."
By 2025, the project hopes to reach five million women. Harnaaz, as Miss Universe 2021, promised to turn "period poverty into period powerty."
The on-the-ground NGO partner is Plan India.
DDB For Good, DDB Mudra Group's specialised social impact agency, will raise funds in collaboration with Changing Our World.
The initiative will begin in India, where 62% of women lack access to safe menstrual care, with hopes of expanding internationally. The coalition's multi-million dollar fundraising objective will go toward reducing stigma, promoting education, legislation, and sanitary product access.
Harnaaz Kaur Sandhu won the national title of LIVA Miss Diva Universe 2021 and went on to win Miss Universe 2021 on the international stage.
Harnaaz stated, "I am proud to help launch this initiative. My mother is a gynaecologist so I am aware of the menstrual inequity in India. Now I can help carry on her work by bringing awareness to this coalition of individuals and organizations who are working together to end the stigma, educate the public, and provide access to necessary products."
Padma Shri Arunachalam Muruganantham shared emotional stories about his fight to overcome taboos and provide sanitary supplies to women. He will assist the coalition in establishing affordable manufacturing facilities in areas where period poverty is the most severe. These units will be run entirely by women.
DDB For Good founder and CEO Shally Mukherjee said the topic had been near to their hearts for years. "Our belief is simple," she explained, "collaborations with shared commitment can truly scale up efforts that bring change."
According to Mohammed Asif, executive director of Plan India, "Menstrual equity is out of reach for three in five girls. We are happy to help create a national and global initiative to achieve menstrual equity by 2030."
