To mark Menstrual Hygiene Day, hygiene product company Pee Safe has launched a new campaign titled ‘#Zero Period’, aimed at addressing the challenges faced by young girls during their first menstrual experience. The campaign includes a digital video commercial that follows the story of an 8-year-old girl who gets her first period while playing football, portraying the confusion and emotional impact that can accompany early menstruation.
The initiative is intended to highlight the need for better awareness, education, and support systems for young girls as they navigate puberty. As part of the campaign, the company has introduced a disposable period panty, designed for those experiencing menstruation for the first time.
In statements from the company’s founders, the campaign was described as an attempt to reduce the stigma and silence around menstruation. Co-founders Vikas Bagaria and Rithish Kumar both noted that a lack of information and social discomfort often leads girls to withdraw from everyday activities during their periods, especially in settings like schools and sports.
The campaign also includes collaboration with the SRF Foundation and Akhandjyoti Foundation to conduct menstrual hygiene awareness sessions in under-resourced areas. In addition, sessions are being held in private schools such as KR Mangalam, GD Goenka, Bal Bharati, and Delhi Public School to provide education and distribute menstrual hygiene products to students.
Featured in the initiative are public figures such as Divya Kumari, a national-level kabaddi referee, and Dr. Ankita Pathak, a former athlete and current nutrition coach, who share their own experiences with menstruation in sports. The broader effort reflects ongoing attempts by various stakeholders to normalise menstruation, increase access to hygiene resources, and reduce barriers for young girls in both urban and rural settings.
