It’s true, 1 in 3 women still feel embarrassed to talk publicly about their periods and 25% of men are not comfortable discussing this topic.
These are just some of the results that emerged from research on the topic of the menstrual cycle Initial, a world leading company in offering services and solutions for hygiene and well-being outside the home, commissioned on the occasion of the launch of #Dignity. What are we talking about? This is a service that involves the installation of dispensers for the supply of sanitary pads inside women’s bathrooms and the periodic supply of the same. Companies, shops and institutions will finally be able to make dispensers available to their users that will allow free access to sanitary pads.
A revolution. The spotlight was on the topic on the occasion of the Tampon Tax, i.e. the increase in the VAT rate from 5% to 10%, but today there is also good news. Although, to tell the truth, the menstrual cycle, according to the survey data, is not talked about very easily. To eliminate taboos and to make everyone understand that the topic does not represent a stigma, service Dignity, promoted with the campaign “By your side, cycle after cycle” was designed to guarantee the well-being of women at every moment of their day, with the aim of normalizing natural cycles, such as menstruation, and allowing the management of any emergencies even outside the home environment.
The dispenser is available in the single version, equipped only with external absorbents, and in the double version which offers the possibility to choose between external or internal absorbents, always individually packaged. An innovative service that provides a well-being experience with attention to detail in bathrooms outside the home.
The introduction of this service strengthens Initial’s positioning as a 360-degree hygiene expert, expanding the range of solutions proposed to accompany the user in every phase of life outside the home. The new launch also supports the new company mission “Protecting People. Enhancing lives. Preserving our planet” through real action that protects people and improves their lives, promoting global well-being and consequently a better future for all.
“We thought of a service for women, capable of responding to a need that is often not talked about either due to shame or discomfort. Dignity is the service that accompanies companies, schools and public offices in giving a clear and concrete sign of attention to the well-being of their users, precisely in “those days” that are a little more complex to manage. In fact, our very recent research has shown that this is a topic on which there is still a lot to work on – he comments Elena Ossanna, CEO of Rentokil Initial Italia. We are certain that this new service represents a real form of cultural progress and a solution appreciated by many users. 93% of the female population interviewed for our survey thinks so but above all 83% of the male sample interviewed, who consider the introduction of this service perfect for breaking down the current cultural taboos linked to the menstrual cycle.”
To tell Dignity, Initial collaborated with the illustrator Momusso who, through his creative process, told the story of the menstrual cycle and Dignity. But not only that: the collaboration between the company and the artist has given life to an illustration aimed at giving greater strength and prominence to the experiences, sensations and emotions that users experience in their daily lives.