In South Africa it is vital to eradicate stigma on any matter to get the necessary priority and attention from Government in particular. It has been proven that young girls in marginalised SA [majority] miss a significant number of school days due to lack of proper sanitary wear and shame that is related to that during their menstrual period.

Advertising for sanitary is clinical and fake, using Blue gel to demonstrate the capability of the products which is in a manner is suggestive of the assumed vile nature of menstruation. The usage of the particular image is to negate that negative narrative and the tone is series of clapbacks to illustrate the absurdity of the current view of menses.

In conjunction with the print PSA that served to destigmatize menstruation to aid in negating young girls in marginalised SA  [majority] missing a significant number of school days due to lack of   proper sanitary wear and shame that is related to that during their menstrual period. The Radio Ad tackles a different but equally significant TA.