Ever since we've come into this world and we've been looked down on, criticized and even got called
03/10/2021
Palma came out with a campaign that ridicules the concept of shame and secrecy women tend to have on bringing up the topic of their period; yes, period. Referring to it as ‘‘menstrual cycle’’ or even, excerpted from the famous film quote, ‘‘pyramids’’ only takes us a few steps back from normalizing the much more understandable term: ‘‘period’’.
Labeled ‘‘Own it. Period.’’, the campaign advocated for the normalization of women talking freely about how painful their period is and how society oppresses them, leading to speaking about it in utter privacy. The campaign’s objective was to raise awareness on said issues, and promote their brand new period kit. It’s safe to say that it definitely rang bells!
The majority of the Egyptian community was welcome with the idea of the campaign and was extremely supportive. Unfortunately, it was just the majority. Regardless, this huge step will undoubtedly pave the way for others in the industry to throw away the shame too! The inspiring work of Moataz Mady, Dibo, and inhouse Creative Studio along with the amazing women who vocally contributed, will unquestionably have an effect on the way future generations perceive the monthly occurrence women go through: their period.
