By Dr. Sofía Córdova, Regional Programs Manager, Jorge Rivas, Director of Corporate Services, and Lilian Vásquez, VIYA Brand coordinator, PSI Latin America
Every month, over two billion people globally get their period, a natural and important part of the menstrual cycle. Yet millions of women and girls lack the products, information, and support needed to manage their period.
Everyone, whether they menstruate or not, should be talking about the menstrual cycle so we can break the cycle of period shame. That is why in Latin America, VIYA, in partnership with Úsala Bien and VIVE condoms, built a campaign driving one message – “Seamos Parte del Ciclo” (Let’s be Part of the Cycle) where we aim to break the cycle of shame that exists around the menstrual cycle.
The impact of period stigma in Latin America
In many parts of Latin America, menstruation is taboo. Too often, conversations about periods are silenced, stigmatized, and shamed. As a result, many girls and women do not learn or understand how to manage their menstrual cycle. In a study conducted by PSI Latin America among 522 women and girls in Guatemala, El Salvador, Nicaragua, Honduras and the Dominican Republic, only one in four women interviewed could correctly identify the uterus as the origin of menstruation, underscoring a deficiency in education regarding the menstrual cycle. Around 40 percent of respondents expressed that menstruation is a private matter that should not be openly discussed in public settings thereby limiting opportunities for education and learning.
Insufficient understanding of the menstrual cycle and its management can exacerbate inequalities and widen gender disparities. PSI Latin America’s study indicated that many women surveyed chose to isolate themselves from friends and loved ones during their period or refrain from participating in physical activities due to untreated pain, insufficient knowledge on emotional management and self-care, and fear of discrimination. Period stigma can also put women and girls at risk for serious health complications resulting from heavy bleeding or untreated menstrual conditions such as endometriosis.
Bringing men into the conversation
With the “Seamos Parte del Ciclo” campaign, we worked to bring all people into conversations about menstrual health, including men. Men’s lacking understanding of and involvement in menstrual health is a crucial driver of period stigma, leading to severe consequences for women and girls. Men can support menstrual health by educating themselves and others, providing emotional support, and advocating for inclusive spaces and policies. They can challenge stigma, participate in purchasing and supplying menstrual products, and engage in research and advocacy efforts. By becoming informed allies, men can help break down the stigma surrounding menstruation and create a more supportive environment for women and girls.
Research shows that boys and men are receptive to learning more about menstruation and are willing to assume responsibility to support women and girls during their period. A young man participating in PSI Latin America’s survey said, “I don’t find it [menstruation] disgusting; that’s a misconception. It’s crucial to normalize it, so that women don’t experience feelings of shame.”
For “Seamos Parte del Ciclo,” VIYA Latin America, Úsala Bien, and VIVE condoms developed and promoted the following video highlighting how little some men know about the menstrual cycle and female reproductive anatomy. When discussing periods is so often serious and stigmatized, this video exemplifies of how menstrual cycle education can be fun.
Building safe spaces to talk about menstrual health
The campaign extended beyond the video to include a variety of digital and in-person menstrual health programs, all powered by local partnerships, including:
- A social media campaign in partnership with Úsala Bien and VIVE condoms promoting educational content about menstrual health and care, including messaging addressing misinformation and links to menstrual health products and services.
- “Girl’s Night” in-person workshops in Guatemala in partnership with Luna, a menstrual cup brand, and sexologist Andrea Bonilla. Participants had facilitated discussions about the menstrual cycle, menstrual health products and services, and how to support their mental health throughout their cycle.
- A menstrual health training guide developed in partnership with Period Guatemala that helps health leaders integrate menstrual education into their health programs.
- In-person menstrual health trainings in partnership with Asociación de Mujeres San Juaneras (AGIMS) where nine community leaders, 720 indigenous women, and 26 girls in Guatemala were included in menstrual health education sessions.
- A Menstrual Congress to celebrate Menstrual Hygiene Day, in partnership with Aletse and Period Guatemala. Over 150 girls and women gathered to enjoy hands-on workshops including engaging discussions with leaders in menstrual health advocacy and esteemed medical professionals on topics ranging from the menstrual cycle to menopause.
Local partnerships helped cater this campaign to the unique needs of women in Latin America, and digital platforms amplified the campaign’s message. Leveraging platforms like Facebook, Instagram, and YouTube, we reached over 8.4 million people in Guatemala, El Salvador, Nicaragua, Honduras, and the Dominican Republic.
Next stop: menopause
By incorporating interactive and fun experiences around menstrual health, VIYA Latin America and its partners aims to foster a supportive environment that not only educates but advocates for the holistic wellbeing of women and girls everywhere. We will continue to fight against period stigma with the power of conversation and education and extend our campaign beyond periods to reach women over 30 years old with resources and community building activities, all focused on menopause. This is a topic that is often ignored in health education and provider training.
With the power of local partnerships, consumer insights, and digital health communications, VIYA is committed to creating a #periodfriendlyworld where every woman and girl has access to dignified menstrual health management, care, and education. We believe that by addressing stigma and promoting inclusivity, we can ensure that menstruators receive the support and resources they need to manage their periods with dignity, free from stigma.
Join us in transforming health for women and girls. Learn more about Viya Health here.
