#NoMoreLimits: SHIFTING THE NARRATIVE ON PERIOD STIGMA
WASH UNITED gGmbH
Breaking the Silence is a global movement challenging the stigma and shame surrounding menstruation. By integrating storytelling, digital advocacy, and community-driven initiatives, the campaign shifted the narrative around period shame by building an empowering vocabulary around periods. It leveraged social media engagement, educational content, and partnerships with organisations to create widespread awareness and action, working toward normalising menstrual health discussions globally.
Shorty Social Good Awards
Winner for ‘Best Use of a Hashtag’
13M+
Reach globally
34K+
Signatures gathered to advocate for formal menstrual hygiene education in schools
5380+
Conversations sparked through #NoMoreLimits
54M+
Campaign impressions with 1.9Mn+ views on campaign music video featuring DeeMC
200+
On-ground events held globally with 364 organisations
75
Creator driven personal stories shared
THE CHALLENGE
Deep-rooted stigma, misinformation, and silence surrounds menstruation in India. Conversations about periods are often shrouded in shame, leading to a lack of awareness, poor menstrual hygiene management, and barriers for women and girls. Societal taboos result in restricted access to essential information and resources, further perpetuating gender inequality.
THE SOLUTION
To shift how people speak about periods, the campaign focused on changing the vocabulary around it. It aimed to empower young people with a new language to discuss menstruation openly and without shame.
A youth-driven awareness and advocacy campaign was launched to normalise conversations about periods and break the silence around menstruation. The strategy centred on creating a multi-platform campaign that combined digital storytelling, music, and community engagement to normalise conversations about menstruation. A powerful music video featuring rapper DeeMC amplified the message online, while user-generated content and personal stories encouraged open dialogue. A petition advocating for menstrual hygiene education in schools gained widespread support. Additionally, partnerships with 360 organisations led to over 200 on-the-ground events, ensuring the message reached diverse communities globally.
