Conversations round reproductive rights stay on the forefront of many industries and political agendas. Nonetheless, one widespread expertise—menstruation—nonetheless stays closely stigmatized as many nonetheless face discrimination.
In an effort to bolster the significance of preventing gender biases, Kimberly-Clark manufacturers Kotex and Brazil’s Intimus launched a brief movie following the story of the primary Brazilian lady soccer referee, Lea Campos. Leveraging the large consideration centered on the FIFA World Cup, the model goals to attract consideration to the combat girls needed to endure simply to interrupt into the game—a lot of which was attributable to their intervals.
The three-minute dramatized quick movie was launched in collaboration with artistic company Ogilvy Brazil and produced by MoonHeist. It highlights Campos’ troublesome journey as she stood towards sexist judgments to develop into one of many first lady soccer referees on this planet in 1967. Particularly, one man infuriatingly asks how she’ll have the ability to handle a recreation whereas menstruating.
Though the dialogue illustrates the true stigmas she and plenty of others hear, learn and face throughout the continued combat for gender equality, the movie ends with a glimmer of hope as we watch Campos take the sector.
“We need to present that nothing can cease them and that their place is wherever they need, whether or not on the soccer discipline, within the company atmosphere, behind the wheel, on the road, on skateboard, amongst different professions,” Marisa Cury Cazassa, govt advertising and marketing manger at Kimberly-Clark, mentioned in a press release. “And the trajectory of Lea Campos is a transparent instance of overcoming and questioning the stigma of menstruation.”
Preventing the stigma and prejudices
For Kotex, breaking the stigma round menstruation has confirmed to be an essential and main core worth. Beforehand, stoked conversations round gender equality with their “She Can” initiative, which referred to as for higher attitudes and discussions about intervals.
Ogilvy Brazil goals to combat gender prejudices and hopes this campaigns highlights the significance of gender equality.
“We’re proud to convey a little bit little bit of Lea’s historical past to the highlight, exhibiting how her pioneering spirit reverberates to this present day,” Sergio Mugnaini, chief artistic officer at Ogilvy Brazil, mentioned in a press release. “However, above all, we need to present how essential it’s to combat gender prejudices in our society, in order that no lady has to beat so many obstacles simply to do what she likes.”
You possibly can view the quick movie on the company’s Youtube channel.
