On the occasion of World Menstrual Hygiene Day, Tata Trusts has rolled out a national campaign aimed at reshaping societal perceptions around menstruation. With an estimated 355 million menstruating individuals in India, the initiative seeks to address long-standing taboos and misinformation, particularly in rural regions, by promoting menstruation as a normal and healthy biological function.
Grounded in extensive research conducted in Jharkhand, Uttar Pradesh, and Gujarat, the campaign combines social and behavioural change communication (SBCC) with on-the-ground interventions across seven states. According to Tata Trusts, the initiative uses a series of short films and community engagement activities to help reframe conversations about periods in both households and public discourse.
The research found that many young girls face restrictions on hygiene and menstrual practices, often influenced by cultural norms linking menstruation to fertility and marriageability. Discussions about periods are frequently avoided within families, particularly by mothers, due to fears that it may prompt early societal judgments. Men in the surveyed communities typically associated menstruation with household disruptions, such as limitations on cooking and other domestic tasks. However, when prompted, many expressed willingness to support women in their families, including assisting with sanitary product purchases and accompanying them to healthcare providers.
“The lack of reliable access to water and private spaces, whether to bathe, change, or dispose pads, makes it difficult for girls to manage their periods with safety and dignity. Lack of infrastructure and agency compound this problem. Built on the Trusts’ rich work in menstrual health and hygiene, and considering how deeply entrenched stigmas remain, we strive to tackle barriers around infrastructure, belief systems, and environments perpetuating them. Through this, girls can view periods as a normal part of health, not something to be hidden away.” Divyang Waghela, Head – Water, Sanitation and Hygiene (WASH), Tata Trusts, commented.
At the core of the campaign is a recurring jingle, “Maheena Aa Gaya” (“The month has come”), using colloquial language to normalise menstruation in everyday conversations. The campaign’s films depict relatable scenarios, such as mothers supporting their daughters, spouses demonstrating empathy, and community health workers providing accurate guidance, all to reinforce menstruation as a routine aspect of health.
“Through this social behaviour change communication campaign, using on-ground interventions and awareness films, we’re encouraging communities to see periods as a barometer of health and to respond with empathy and not misplaced ideas of sexual maturity. “Maheena aa gaya” is more than just flipping a calendar page – it’s a symbolic call to action, urging families to rethink what a period means, which we hope will nudge a generational, cultural shift in how menstruation is supported.” Deepshikha Surendran, Head of Brand and Marketing Communications, Tata Trusts, said.
“We’re not asking people to radically shift their thinking – simply, to understand that a period is just a ‘lakshan’ — a symptom, like hair loss. Capturing this, we created a simple, light film that we shot in people’s aangans and homes, with a powerful, memorable song with a hook rooted in Indian pop culture, offering an important reminder: ‘Maheene ko sirf sehat se jodo’ (link that time of the month – menstruation – to only health),” added Creative Director Keigan Pinto.
The campaign also includes targeted content for health workers, such as ASHA workers, reinforcing their role in disseminating accurate menstrual health information at the grassroots level.
