Union Minister for Women and Child Development Maneka Gandhi will launch a menstrual hygiene campaign in the national capital on February 20.

This campaign aims to create a holistic approach to menstruation, an experience that transcends culture, class, and caste. The United Nations has recognized menstrual hygiene as both a global public health issue and a human rights concern. However, millions of women and girls around the world continue to face “period poverty.”

The “#Yes I Bleed” campaign will officially roll out across multiple media platforms, including Facebook and YouTube.

Subodh Gupta, patron of SheWings and Director of Okaya Power Company, emphasized the importance of addressing menstrual hygiene. He pointed out that menstruation remains a taboo subject in India, making even women hesitant to discuss it openly. He stressed that menstruation is a natural physiological process and that there is nothing to be ashamed of. To break the myths surrounding menstruation and promote menstrual hygiene awareness, the #YesIBleed campaign was conceptualized. Union Minister Maneka Gandhi will formally launch this initiative on February 20.

When asked about his motivation to work in the menstrual health sector, Gupta explained that rural India struggles with both a lack of awareness and the inability to afford sanitary pads. He saw an opportunity to integrate ethical business practices with culturally sensitive education about menstruation. His goal is to foster social transformation and ecological awareness through every aspect of their work.

He also revealed a staggering statistic: only 12 percent of India’s 355 million menstruating women can afford sanitary protection. According to a Nielsen Survey, 23 percent of adolescent girls in the 12-18 age group drop out of school after reaching puberty due to inadequate menstrual protection. Even more concerning, 88 percent of menstruating women lack access to sanitary pads and resort to using unsanitized cloth, husk, sand, tree leaves, or even ash. These unhygienic practices can cause severe reproductive health issues, infections, and even cervical cancer.

Discussing the campaign’s execution, Gupta outlined both short-term and long-term goals. In the immediate future, the campaign seeks to break the silence surrounding menstruation and encourage open discussions. Over time, the initiative will spread awareness about menstrual health education among adolescents while facilitating conversations about menstruation. Additionally, the campaign will promote the use of affordable, eco-friendly sanitary pads and introduce proper disposal methods for used products.

Breaking the Silence: Promoting Menstrual Hygiene Through Awareness and Actio

The #YesIBleed campaign launches just two weeks after the release of the Bollywood film “Padman,” which has played a crucial role in bringing menstrual hygiene awareness to the public. The film, starring Akshay Kumar, Radhika Apte, and Sonam Kapoor, tells the real-life story of Arunachalam Muruganantham, who invented a low-cost sanitary pad machine to help rural women manage their periods safely.

The film has garnered widespread appreciation from actors, directors, and even Nobel Laureate Malala Yousafzai. Twinkle Khanna, the film’s producer, described “PadMan” as more than just a movie; she sees it as a movement. She hopes the film will empower women, ensuring that they no longer feel embarrassed or held back by their natural biology.

Radhika Apte, who plays the role of a village girl named Gayatri in “Padman,” raised an important question: “Daughters learn about periods from their mothers, so why can’t fathers talk about it too?” She stressed the need for people to recognize that menstrual hygiene is a matter of utmost importance.

Through initiatives like “#YesIBleed” and films like “Padman,” society can take meaningful steps toward breaking the stigma and ensuring that menstrual hygiene becomes a priority for all.