Conversations round reproductive rights stay on the forefront of many industries and political agendas. Nevertheless, one frequent 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 targeted on the FIFA World Cup, the model goals to attract consideration to the struggle ladies needed to endure simply to interrupt into the game—a lot of which was resulting from their durations.
The three-minute dramatized brief movie was launched in collaboration with artistic company Ogilvy Brazil and produced by MoonHeist. It highlights Campos’ troublesome journey as she stood in opposition to sexist judgments to turn into one of many first lady soccer referees on the planet in 1967. Specifically, one man infuriatingly asks how she’ll be capable of handle a recreation whereas menstruating.
Though the dialogue illustrates the actual stigmas she and plenty of others hear, learn and face in the course of the continued struggle for gender equality, the movie ends with a glimmer of hope as we watch Campos take the sphere.
“We need to present that nothing can cease them and that their place is wherever they need, whether or not on the soccer area, within the company atmosphere, behind the wheel, on the road, on skateboard, amongst different professions,” Marisa Cury Cazassa, government advertising and marketing manger at Kimberly-Clark, mentioned in an announcement. “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 known as for higher attitudes and discussions about durations.
Ogilvy Brazil goals to struggle gender prejudices and hopes this campaigns highlights the significance of gender equality.
“We’re proud to convey somewhat little bit of Lea’s historical past to the highlight, exhibiting how her pioneering spirit reverberates to today,” Sergio Mugnaini, chief artistic officer at Ogilvy Brazil, mentioned in an announcement. “However, above all, we need to present how essential it’s to struggle gender prejudices in our society, in order that no lady has to beat so many obstacles simply to do what she likes.”
You may view the brief movie on the company’s Youtube channel.
