WaterAid aims to provide everyone in the world with access to clean water and sanitation. Since 2004, the charity has helped 18 million people gain access to sanitation. As part of its efforts to highlight the fact there are 1.25 billion women around the world who do not have access to a toilet during their period, the charity launched the ‘If Men Had Periods’ campaign.
One of the main objectives of the campaign was to help WaterAid collect 100,000 signatures for its Make it Happen petition. This asks the UK Government to make sure the Sustainable Development Goals include a target to reach everyone, everywhere with taps and toilets by 2030.
The in-house PR team commissioned a survey of 2,000 people, asking respondents what the world would be like if men had periods. The answers were turned into three short spoof videos, which were published on Menstrual Hygiene Day on 28 May.
To date the YouTube videos have been viewed in excess of 1.4 million times. The campaign was picked up by international media ranging from The Sun and ABC in the UK and US to El Mundo in Spain. BuzzFeed’s article on the campaign was viewed more than 400,000 times alone and the hashtag #IfMenHadPeriods reached more than 3.5 million Twitter accounts. The campaign has so far resulted in 58,500 signatures for the Make it Happen petition.
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