Lil-Lets – the brand with the widest range of period products in South Africa – today launches its ‘Cycle Breakers’ campaign dedicated to ensuring that both teenagers and parents are fully equipped with resources to support the curbing of period stigma.
The new campaign builds on insights gained from questions and interactions received through its Lil-Lets Talk crowd-based platform – as well as qualitative community outreach – to help facilitate conversations, reduce stigma, and broaden representation around menstruation.
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“What we’ve also seen on our Lil-Lets Talks platform are questions that include phrases like ‘is it normal to’ or ‘am I normal if’ – underscoring the need for more accessible education in this space.” says Keryn Brien, Marketing Executive Global HPC at Premier FMCG.
As part of the campaign, Lil-Lets has launched new quiz content, webinars with health and wellness experts, tools to both equip teachers and learners – alike – to aid in destigmatizing periods and being Cycle Breakers / ambassadors at schools. Lil-Lets has also made updates to its Your Flow quiz, the downloadable educational guides and upgrade to Lil-Lets Talk platform to make the experience more engaging.
For over 70 years, Lil-Lets has maintained its truth about being a brand for everyone beyond just selling products and has gone as far as ensuring that this information reaches young girls at their fingertips to make informed choices. “We at Lil-Lets have always maintained that education and awareness is key to making one’s period journey, a safe and informed one; that’s why Cycle Breakers exists. With the help of some of South Africa’s experts, Cycle Breakers will help remove the shame attached to periods for generations to come.” says Brien.
Brien adds, “We’re looking forward to making a difference through Cycle Breakers and being a key support in driving crucial conversations between parents and their teenage daughters. Not only that, we want Cycle Breakers to help empower young girls by making them confident through the use of our resources throughout their period journey.”
Also see: ‘Carte Blanche’ investigates possible link between injectable contraceptives and brain tumours
