Hygiene Brand Nana Uses 'Taboo Totes' to Bring Period Products Out of the Shadows

In a society where 78% of women are still ashamed to talk about period products in public and 71% of girls admit that they have felt embarrassed buying sanitary products, Nana's ‘Taboo Totes’ campaign stands as a symbol of change. Bringing together influential voices that represent the modern woman like Bessan Ismail, Ritu Pamnani, Narihan Azab and many others, this initiative is reshaping the narrative around menstrual health. 

Bringing the Conversation into the Open

The simple act of carrying sanitary products in 'Taboo Totes' or transparent handbags symbolises the dismantling of period taboos and the unnecessary secrecy around menstruation. And this shift began with influencers featuring these 'Taboo Totes' in their 'Get Ready With Me for #FashionWeek' videos, showcasing Nana products inside. 

Their actions sparked a crucial conversation that went viral instantly, garnering almost 22 million views and over 23,000 comments online. Amidst this buzz, the influencers unveiled the campaign's true purpose: 'Taboo Totes' as symbols for transparency in menstrual care, further fuelling the debate.

And there is a great need for the debate. The taboos surrounding menstrual health can prevent women from seeking medical attention after experiencing serious symptoms, young girls getting bullied and cause significant impact on women’s mental health. The campaign aims to tackle these issues by enabling women to speak comfortably and openly about menstruation. 

With numerous influential women already joining the conversation and embracing their periods in their own creative ways, the ‘Taboo Totes’ campaign has evolved into a powerful catalyst for transformation.

Michèle Karaa, marketing manager at Nana, emphasises the campaign's core message, “the aim was to start through our campaign a movement that brings transparency, which is very much needed, to all menstruation topics, and this what the 'taboo tote' symbolises. We saw how a Nana pack in a transparent bag sparked an overwhelming response, both positive and negative, this further justifies the need for us to have this conversation. As a brand, we are committed to supporting women in our region, so that together we can create a more empowering future for the next generation of girls.” 

Romy Abou Tayeh, brand manager at Nana, “Breaking the stigma surrounding sanitary pads is crucial. Women and girls should feel empowered to openly discuss and access menstrual products without fear of shame or judgment. Bullying or shaming someone for carrying a pad contributes to the culture of silence and stigma surrounding menstruation. Together we can challenge harmful stereotypes and foster a culture of respect.”

Sebastien Boutebel, CCO of Saatchi & Saatchi Dubai says, “It is a bold statement setting a new precedent in normalising menstrual health.”