In France at present, 1.7 million ladies should not have the monetary means to purchase intimate hygiene merchandise – or not in enough amount. Consequently, it’s tough for a few of them to proceed with regular each day life with dignity when menstruating. For some, the answer lies in absence, with these ladies preferring to not present up at their place of examine or work throughout their interval.

In a bid to spotlight the issue of interval poverty in France, Home of Communication France teamed up with Règles Élémentaires, a non-profit group serving to ladies with monetary constraints stopping them from accessing female hygiene merchandise, to create “Invisible Girls”, an unprecendented TV marketing campaign involving eradicating ladies climate presenters from the screens briefly.
For the marketing campaign, Règles Élémentaires and Home of Communication France partnered with 9 TV channels, together with 3 main nationwide channels. They hijacked probably the most widespread TV programmes: the climate forecast. When it got here to presenting the climate, the ladies didn’t present up, on the pretext that they had been having their interval. In a matter of seconds, there have been hundreds of stunned reactions on social networks, up to date when the operation was revealed on the finish of the climate.