A Nonprofit's Powerful Video Tackles the Stigma Around Menstruation in Developing Countries

Care France and CLM BBDO show how taboos derail education

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In this short film created by French agency CLM BBDO for humanitarian group Care France, an African woman and teen girl take an early morning walk through their remote village to the local schoolhouse.

This story, however, isn’t as simple as it initially appears. Their brief journey through dusty streets into a small classroom subverts expectations, imparting a sad, important lesson about girls living in countries where menstruation is viewed as taboo:

That’s right, the older woman, whose periods have ceased, is the student.



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