Today, Hey Girls, a social enterprise whose mission is to tackle period poverty in the UK, announced a nationwide campaign called ‘#Pads4Dads’. Aimed at men, the campaign encourages Dads to feel more confident speaking to their daughters about periods.
Research conducted by the brand, surveying 1500 men, found that one in three Dads feel unprepared to have conversations about periods with their kids, a third admit they’ve never purchased sanitary products and 50% said they’ve never chatted to their daughters about periods.
To combat this and to stop menstruation feeling like such a taboo subject, Hey Girls teamed up with celebrity actor, activist and, most importantly, father, Michael Sheen to launch #Pads4Dads – a movement to encourage men to talk to their daughters more about periods, but also a useful online guide, written by Dads for Dads, with all they need to know about the subject.
Speaking about the campaign Michael said “It’s awkward for Dads to have this chat because chances are, they didn’t learn about periods in school. Believe me, we want to be supportive, but there’s almost no information out there aimed at Dads. Let’s not leave Dads out of the bloody conversation!”
Celia Hodson, Founder of Hey Girls, said: “We are delighted to launch #Pads4Dads. Education is so important to break down the myths and taboo that still surround periods. Everyone in my family is totally used to chatting about periods now but I do understand talking to teenagers about puberty can be awkward. However, for Dads of daughters with no female relatives around, it can be more than that – it’s often quite scary. We wanted to create something empowering to give Dads a helping hand. It was a pleasure to work with Michael in doing so.
Aileen Campbell MSP, Cabinet Secretary for Communities and Local Government said “We are leading the way in Scotland to provide access to free sanitary products and talk more openly about menstruation. I am proud to see Hey Girls taking action to reduce the stigma around periods as a female only conversation. It is important to engage Dads and other male role models by encouraging them to talk about this important subject.”
Danielle Kelly, Director of Strategic Development at STV said “We are delighted to see the brilliant new campaign from Hey Girls on STV, we are thrilled to have been on this journey with the team following their win of a free airtime STV Growth Fund membership at the 2018 Summit Entrepreneurship Awards. It is very exciting to work with entrepreneurial Scottish brands and contribute to their ongoing growth by connecting them with consumers across STV.”
For more information and to see our campaign video for #Pads4Dads go to www.heygirls.co.uk/pads-for-dads
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