Eliminating gender inequities with an affordable menstrual pad.

Populist worked with Sustainable Health Enterprises (SHE) to design a brand strategy for the launch of its affordable menstrual pad in Rwanda.


A lack of access to affordable and hygienic menstrual pads in Rwanda results in significant costs to women’s health, education, labor and dignity. Sustainable Health Enterprises (SHE) has innovated a 5-cent biodegradable menstrual pad made of discarded banana fiber. But in a context where pad use is nearly nonexistent, and where social norms can work against their adoption, its uptake faces challenges.

Populist worked with SHE to architect a brand strategy for the nascent pad brand (called “go!”). By using the brand as a strategic tool, SHE is aiming to better connect with and engage the many young Rwandan girls and women whom the organization plans to convert into habitual menstrual pad users.

The Populist team effectively synthesized all of our customer insights, serving as a foundation for the scale-up and growth of our first product and business in Rwanda. Their expertise has been key in helping us to develop and reiterate our marketing strategy. We consider Populist to be a true partner and collaborator of ours!
— Connie Lewin, Director of Marketing, SHE