For every photo posted in the feed with #PantysProtest with an “activist plate”, an absorbent panty will be donated to partner NGOs
Pantys is holding a digital protest this Saturday (28), International Menstrual Hygiene Day, which began with a full-page ad in the Folha de S.Paulo newspaper. The absorbent panty brand wants to draw attention to menstrual poverty, which affects more than 500 million women around the world. In Brazil, according to a survey carried out by Locomotiva, 52% of women have already suffered from the problem and, according to Unicef, more than 4 million girls do not have access to minimum items of menstrual care in schools.
For each photo posted in the feed with #PantysProtest with an “activist plate”, such as those available on the website, or with elements that have synergy with the cause, an absorbent panty will be donated to NGOs. The brand, which is doing the action for the second year in a row, estimates that it should donate more than R$ 600 thousand in absorbent panties, surpassing the amount of R$ 480 thousand last year, as a result of greater engagement and participation.
“Everyone can get involved in the cause and lift a person out of menstrual poverty. Participating in the action is simple and can alert those who have never stopped to reflect on how people in social vulnerability deal with their menstrual flows every month”, says Emily Ewell, founding partner of Pantys.
To give visibility to the initiative, the brand has the support of 15 celebrities, who have donated their fees to NGOs. Among them, Jojo, Taís Araujo, Paloma Bernardi, Sophia Abraão, Aline Riscado, Isabella Scherer, Samara Filippo, Valentina Bulc, Monica Benini, Carol Fazu, Debora Ozorio, Giselle Prattes, Greice Fontes, Talita Younann and Dr. Viviane Monteiro. The movement also has the participation of brands such as Semper Livre, Amaro, FARM, Holistix, Linus, Malwee, Magalu, OQVestir, Ava, Triya and Index.
This year’s edition will also have an agenda of conversations about the impacts of menstrual poverty on people’s lives. The talks can be followed on brand’s own website.
