UNCOVERING THE PAD SHAME WOMEN CARRY
BREAKING THE SILENCE AROUND PADS
In the UAE, 78% of women still feel ashamed to buy or carry menstrual products.
In public, pads are hidden inside newspapers or black plastic bags – treated as something to conceal rather than something completely normal. For Nana, a global pioneer in challenging taboos around menstruation, raising awareness alone
wasn’t enough.
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So instead of asking women to hide less, we asked them to show more.
MAKING THE
INVISIBLE VISIBLE
We turned the simple act of carrying pads into a bold, public statement – one that demanded to be seen and sparked conversation everywhere it went.
With the help of daring influencers, we invited women to Get Ready With Us and step out carrying pads openly inside transparent totes.​​
GETTING TRANSPARENT
A small act of defiance with a big reaction.Within the first 48 hours, the campaign generated more backlash than anything Nana had done before, proving just how deeply rooted pad shame still is.
FEARLESSNESS OVER SHAME
Many brands would’ve backed down. But that’s simply not Nana’s DNA.
Instead, we went further.We unveiled a collection of transparent totes at the UAE’s biggest fashion event – Dubai Fashion Week.
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On the red carpet, women proudly carried pads in transparent totes.
Turning fashion’s biggest stage into a platform for visibility, solidarity, and change.Tools not just to carry pads, but to carry the conversation forward.
