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.