Support Everteen’s campaign to end #BloodyHypocrisy


According to that Palgrave Handbook of Critical Menstrual Studies, open discussion of menstruation, like any other taboo subject, is culturally restricted. Menstruators are usually taught to remain silent about menstruation; There is a taboo that makes it socially unacceptable to talk about reported menstruation Lee and Sasser.

India’s constitution offers women equal opportunities in all walks of life. There are special laws in our constitution to prevent the exploitation of women. So it is quite obvious that India has been trying to empower women for some time and has been successful, but we believe taboos around menstruation should also be addressed as part of women’s empowerment initiatives.

According to that everteen menstrual hygiene survey 202132% of women/girls still perceive menstruation as a ‘taboo’ topic, showing that a significant proportion of the Indian population is reluctant to talk about menstruation, leading to embarrassment and shame.

Also read: School teacher in Nashik bans menstruating girls from planting trees: The normalization of period myths in educational institutions

A Article October 2022 in Deutsche Welle (DW), Germany’s international broadcaster, reports: “A recent study conducted by the United Nations Children’s Protection Agency, UNICEF, states that 71% of adolescent girls in India do not realize they are menstruating until they get their first period. Many then drop out of school. Another report by the NGO Dasra, released in 2019, pointed out that 23 million girls drop out of school every year due to a lack of adequate menstrual hygiene facilities, which include the availability of sanitary pads and information about menstruation.”

Our environment is full of people who claim to support women’s empowerment but would make it difficult for a girl to hold a sanitary napkin in public. For this reason, when a woman needs to change her sanitary napkin, she would never proudly go to the toilet, but would take either a purse or any cloth to hide her sanitary napkin in.

Not every woman in our country is equally privileged and blessed to have a safe and open-minded environment to discuss menstrual issues at home. This leads to a lack of menstrual awareness and an abundance of menstrual myths. On the one hand, Indian women like Falguni Nayar, the founder and CEO of Nykaa, and PV Sindhu, the badminton assin, have made the nation proud worldwide, on the other hand, there are girls whose opportunities and rights are violated by the social stigma surrounding periods.

Also read: Sustainable menstruation: does the burden lie solely with individual menstruation?

There are numerous factors that contribute to this unfavorable situation for women in our country, and one of the main reasons for this is “hypocrisy” – whether overt or disguised. For example, women were worshiped in ancient India. It can still be seen in the celebratory rituals like touching the feet of young girls as divine incarnations, but only evaporates with a broad residual apathy when it comes to these days of the month! Similarly, even some urban affluent parents would provide their daughters with the best care and comfort but would not let them into the kitchen or participate in auspicious events during their period. This is hypocrisy and we must put an end to it.

About the initiative: Evergreen

As the leading brand in feminine hygiene eternal launched an initiative to encourage people to have “open discussions about menstruation” as a path to “full” woman empowerment.

World Vision Australia website Conditions, “Women’s empowerment can be defined as promoting women’s self-esteem, their ability to make their own decisions, and their right to influence social change for themselves and others.”

Credit: everteen

Now the question arises: do Indian women really have the power to make their own decisions? If so, why are pads still wrapped in newspaper without anyone specifically asking for it? The answer lies in the ingrained perceptions in our cultural and social psyches. A silent topic is the unspoken assumption that women and girls should not wear menstrual products openly.

With sustained awareness and advocacy efforts over the years, India has managed to spread the message of “Beti Bachao, Beti Padhao” among its larger population, but what’s next? Yes, Indians are trying their best to empower women, but why is menstruation still not considered an important part of women’s empowerment? everteen believes true empowerment starts at home. And Indian women currently don’t even have the right to openly discuss their periods, even at home. What is this empowerment? What’s the point of giving your daughters an education if you don’t give them the freedom to make their own educated decisions?


Our motive is to encourage people to consider menstruation as an important aspect of women’s empowerment. We look forward to encouraging families to have an open discussion about periods in their homes so our little angels don’t have to run around here and there to gather accurate information about their bodies.

How can you contribute?

This is how you can help raise awareness and encourage families to avoid #BloodyHypocrisy with this campaign and encourage open discussion about menstruation in our society.

  • Tie a red scarf around your waist and post a picture on Instagram with the hashtag #BloodyHypocrisy and let us know by tagging us @ILoveEverteen on twitter. If possible, click your picture in our Snapchat filter as well.
  • Record yourself with our Instagram filter and post your hypocrisy quotient on social media with the hashtag #BloodyHypocrisy and mention our handle @everteen_wd.
  • Write down your video message with our Snapchat filter with the inscription “अग नॉनॉ्मल नॉनॉ्मल है पी पी के ब ब ब्लड पचुप क्यों?” Post this video on your social media profile with #bloodyhypocrisy and tag @Terteen_wd .

Ten contributors with the most engaging submissions will receive a gift basket from everteen worth Rs. 5000 each as a gesture of our appreciation for promoting menstrual awareness as part of total woman empowerment.


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