TV ad: Wateraid: Proud Legacy

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One out of two women from vulnerable communities in Colombia live in menstrual poverty, as they cannot afford sanitary pads due to their limited income (sanitary pad expenses for women in these communities surpass their daily income by 148%). This lack of access to proper hygiene products leads to the use of unsuitable items like toilet paper, rags, and socks, resulting in infections and reproductive health issues. Additionally, the stigma around menstruation and a lack of education causes young women to skip almost 20% of school days. VMLY&R created, 'Proud Legacy', a sewing studio dedicated to defeating menstrual poverty by teaching three generations of women to sew their own sanitary pads and rethink them with innovation and at the same time, the women share knowledge across generations in a safe space from menstruation-stigma. Inspired by their afro-indigenous heritage, VMLY&R designed sanitary pads reimagined with innovation and fabric patterns that use a blood colour shade guide to help them prevent health conditions. Proud Legacy guaranteed Tomarrazón's access to hygiene tools for four years. The agency provided a lasting solution to menstrual poverty. Tomarrazon became the first town in Colombia to eradicate menstrual poverty. The sewing studio is now replicable throughout Colombia.