Unilever’s Sara Qazi on turning tradition into a canvas for change
In a region where conversations about menstruation are still largely held in whispers, OMO’s ‘Art of Stains’ campaign in Saudi Arabia set out to do something simple but powerful: make those whispers count.
Menstruation remains a taboo subject for many women in the Middle East. Our research showed that 72 per cent of Saudi women don’t openly talk about their periods. In fact, 90 per cent don’t know how to remove period stains from their clothes. These are not just statistics, they’re a reflection of a lived reality shaped by generations of
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