Bharat Chauhan New Delhi, Periods are a normal biological process that do not stop for
pandemics, cyclones or lockdowns. Rather lack of access to hygienic products for managing
periods can become more challenging during the lockdown.
Every month, millions of girls face a cycle of pain and shame when their periods arrive.
They are often isolated, stigmatized, and are unable to manage their periods with dignity.
The culture of silence surrounding menstruation within families prevents girls from getting
information on how to manage their periods. Poor menstrual hygiene leaves them
vulnerable to risks of contracting urinary tract infections, and anemia because of ill-advised
dietary restrictions. The COVID 19 pandemic has further compounded these issues.
UNICEF India brought back the #RedDotChallenge this year, ahead of the Menstrual
Hygiene Day on 28 May – to recognize the importance of menstrual health and hygiene
issues and bring to attention the difficulties faced by adolescent girls, further exacerbated
amidst the crisis.
UNICEF India Representative, Dr Yasmin Ali Haque said, “The culture of silence around
menstruation has become even more evident in the COVID pandemic. Millions of women
and girls from economically disadvantaged sections of the society are finding it difficult to
manage their periods safely, hygienically and with dignity. Many are without work, stranded
away from home with little access to menstrual hygiene products. Breaking the silence,
raising awareness and changing negative social norms is more important now than ever
before. UNICEF, with its partners is helping break this silence.”
The Instagram campaign is in collaboration with digital influencer, Diipa Khosla ’s Post for
Change initiative using social media for social change. The week
long #RedDotChallenge campaign culminating on 28 May reached 3.2 million through
UNICEF social media. With many more celebrities and influencers taking the challenge, it is
expected to have a potential reach of over 190 million. UNICEF National Youth
Ambassador, Hima Das , celebrities Manushi Chillar and Dia Mirza , as well as Aditi Rao
Hydari , Diana Penty , NeeruBajwa and young adults demonstrated their support. Digital
influencers such as Sejal Kumar , Meghna Kaur , Aashna Shroff and many others also
supported the issue.
Emphasizing the importance of breaking the silence, UNICEF National Youth
Ambassador, Hima Das posted ‘A culture of silence and stigma still accompanies the
normal biological process of periods. Join me in taking the #RedDotChallenge with
@UNICEFIndia to break the silence and dispel myths because #MenstruationMatters.’
UNICEF Response
UNICEF is collaborating with partners and state governments to focus attention on the
importance of menstrual health and hygiene as part of the pandemic response. In
Maharashtra, UNICEF supported the distribution of 200,000 sanitary pads in urban slums of Mumbai to adolescent girls and sex workers and reached 2.5 million people in urban slums
with messages and support around safe sanitation practices and hygiene.
Under Rajasthan’s menstrual hygiene scheme, one million swachhagrahis, teachers and
SHG members are being trained by the government on MHM messaging. Just as notably,
the Jharkhand government has issued an advisory announcing a free sanitary pad
distribution initiative for the next three months, effective immediately, for school-going
adolescent girls between 10-19 years across the state
According to the National Family Health Survey 2015-16, only 48 per cent of rural women
were using hygienic menstrual products, compared to 78 per cent in urban areas. Even with
higher coverage in urban areas, it doesn’t tell the full story about deep gaps in access in
slums and especially now with migrant populations on the move due to the pandemic.
