A PARTICIPATORY EVALUATION PROJECT ON

YOUNGISTAAN FOUNDATION’S MENSTRUAL

HYGIENE MONTH CAMPAIGN (MHM) 2022

BACKGROUND OF THE PROGRAM

For the End Semester project, we are interested in analyzing the “Menstrual
Hygiene Management” Campaign of 2022 and the communication strategies
employed in reaching its target population. This program was undertaken by a
non-governmental organization named Youngistaan Foundation. The Indian-
based foundation works primarily for the underprivileged sections of society
through initiatives that tackle a variety of issues, including hunger,
homelessness, poverty, unequal access to education, gender inequality, taboos
surrounding menstruation, etc.

Through May 2022, Youngistaan Foundation, in partnership with UNICEF

India, held both online and on-ground campaigns to raise awareness of safe
periods and through collective action to end period stigma. While menstrual
hygiene products usage has increased from 76% to 93% between the years 2016
- 2020, taboos related to menstrual hygiene remain rampant, and there is still a
considerable segment of the female population who are subjected to menstrual
prejudice, not just in their state but even in the Hyderabad city. Youngistaan
Foundation aims to achieve the following objectives through online and on-
ground activities to reach one million people:

● Break taboos and end the stigma surrounding menstruation.

● Raise awareness of menstrual equity and period-friendly sanitation

facilities.

● Encourage girls and young women to share information from the training

sessions with people in academic institutions, urban slums, and

communities.

● Promote intergenerational dialogue on menstrual health using traditional

and digital forms of media.

● Host virtual symposiums and social media campaigns with the cohort of

identified MHM Goodwill Ambassadors.

 ● Train 100 young women as Menstrual Hygiene Champions who will train

others.

A study about Menstrual Hygiene Management in India in 2016 found that 50%
of adolescent girls did not know about menstruation until the first time they got
their period. Since the average age of children hitting puberty is decreasing
worldwide, children must be aware of and prepared for the changes their bodies
will undergo. Therefore, it is vital to have such videos shared on platforms that
are now accessible to such a population. The campaign also advocates
normalizing period conversations among people.

Even in this era, the unawareness of menstrual hygiene coupled with the
associated taboos regarding menstruation is a major hindrance to the
development of Indian society. A woman’s menstrual health is as important to
her as to the well-being of her whole family and community. However,
attitudes, traditions, and institutional biases frequently prohibit women from
receiving the menstrual health care they require, particularly in underdeveloped
areas. Thus, about 50 percent of women still use cloth for menstrual hygiene,
according to the latest National Family Health Survey. Youngistaan Foundation
along with UNICEF India has conducted many campaigns including online and
offline activities to raise awareness, mainly on two aspects, menstrual health
hygiene management and breaking the taboos associated with it. The
unreasonable stigmatization of menstruation has resulted in unnecessary
ostracization of menstruating women and denied them basic provisions of
education, equal opportunity for earning income, contributing to society,
respect, etc.

The Youngistaan foundation in partnership with UNICEF India held a one-

month Menstrual Hygiene campaign starting from May 20 – May 29, 2022. The
NGO raised digital awareness through various social media platforms and held
open discussions on-ground. The campaign focused on the safe usage of
menstrual products, tackling postmenstrual syndrome (PMS), addressing the
common myths, taboos, and stigmas associated with menstruation, and intake of
a healthy diet during the cycle. These goals were set keeping in mind the
practical changes in thinking patterns and behavior that occurred in homes,
classrooms, workplaces, and public spaces. In the online campaign outreach,
males mostly engaged in the campaign. The outreach plan was different for
different age groups considering the information shared and addressed during
the discussions. During the month-long campaign, the target groups were
divided into different age groups starting from 18 years of age to over 65 years.

The campaign encouraged open conversations about periods, the menstrual

cycle, pre-menstrual syndrome, good hygiene, menstrual products, proper diet
to boost immunity, etc. It also promoted inter-generational dialogue on
menstrual health using traditional and digital forms of media and hosted virtual
symposiums and social media campaigns. Additionally, the initiative trained
fifty young women as menstrual health champions, who would then train others

Various stakeholders who were involved in the campaign included civil society
organizations, Anganwadi workers, local NGOs, Government schools, etc.
Throughout the month-long online menstrual hygiene campaign, the NGO
reached a total of 687, 582 people, of which 616, 863 were males, 70, 635 were
females, and the rest 84 were unknown. The NGO also held online virtual
sessions to educate young men and women and discuss the Action and
Investment in Menstrual Hygiene and Health. The session brought together
close to 200 participants on zoom, and the event was also live-streamed,
reaching up to 10000 participants through the foundation’s social media
platforms. The NGO also raised awareness through its on-ground campaigns
conducted through open discussions, chat sessions, and door-to-door
campaigns. It reached a total of 6352 people throughout different cities of
Hyderabad. The NGO also conducted various on-ground events and hackathons
that involved storytelling, Poetry, Stand-up comedy, etc.

CAMPAIGN OBJECTIVES

● To evaluate the effectiveness of the on-ground activities in Government

schools and Anganwadis.

● To analyze the impact of the “Break the Silence” campaign conducted

with the help of leveraged art, satire, humor, etc.

● To analyze the effectiveness of the online campaign on Instagram and

YouTube to spread awareness regarding menstruation.

● To examine how effective the campaign was for the beneficiaries.

COMMUNICATION CHANNELS USED IN THE PROGRAM

Strategic communication is an integral part of any project’s success.

Youngistaan foundation, in that matter, has employed many influential, far-
reaching methods and strategies to conduct its campaigns. Menstruation and the
Taboos associated with it have existed long enough with us, and it has seeped
its way into our traditions, social norms, and lifestyle. In dismantling its
malicious tentacles, the inputs and activities should have enough potential to
cleanse our subconsciousness. Initiatives such as this have to start from the
ground level. Youngistaan Foundation entered its activities into two groups –
* On-ground activities
* Social media outreach
All the activities have been executed, keeping in mind the sustainability aspect
of its goals and methods. On the ground level, activities are present and carried
out simply yet effectively. Before rolling out their campaign modes and models,
they conducted an online survey. The online survey was done through google
forms and recorded people’s responses to infer their understanding of periods.
The probable questions went like how you learned about periods initially;
questions are framed to access their deep-rooted beliefs and attitudes and to
understand the background to know where these myths and taboos are generated
and continue to thrive. The NGO also held twitter space discussions and
conversations on menstruation and the taboos, and myths associated with it. It
also created awareness through various social media Instagram videos,
YouTube videos, social media posts, and blogs. The NGO also encouraged
people to make the younger generation aware of menstrual health, involve men
in conversations about periods, donate menstrual products, stash period
products at the workplace, and normalize buying period products in public. The
on-ground campaign was conducted through group discussions throughout
Hyderabad addressing issues such as postmenstrual syndrome (PMS), proper
handwashing steps, intake of a healthy diet during the menstrual cycle, and
building immunity.
One of the essential components of the on-ground activities included awareness
sessions through discussions on crucial topics for a general understanding of
menstruation. On-ground activities had discussions on issues such as –
❖ What is menstruation?
❖ What happens during the menstrual cycle?
 ❖ How to use menstrual products?
❖ PMS (it is real)
❖ Myths, taboos, and stigma on periods.

❖ Proper hand washing steps.

❖ Building immunity.
❖ Eating healthy food.
❖ Do not spread germs.
The offline activities, in particular, had recorded the participation of about six
thousand people. One key event was “Break the Silence around Periods.” The
event was organized by conducting activities that were interesting, engaging,
and innovative at the same time to open up diverse perspectives such as-
Storytelling
Poetry
Stand-up comedy
Live music
Drama
Open mic
During this particular event, slam poets such as Rana Khan and Krishna from

Hyderabad Arts and Culture Community (HACC) highlighted the importance of

sustainable menstruation and the natural process of periods through their poems.
They presented concepts and ideas through a satirical tone. Rana Khan and
Krishna, two slam poets from the Hyderabad Arts and Culture Community
(HACC), used their poetry to emphasize the value of healthy menstruation and a
regular menstrual cycle. Satire and comedy attracted audiences as they put forth
content in an entertaining and refreshing tone. The foundation described that
this method also gave the audience fresh air to rethink their beliefs and customs.
Roshni Rao is one such comedian who has worked with the foundation to
spread awareness. She made the audience laugh while discussing period stigma
and normalized discussions about periods. A total of 100 people attended the
event. One hundred menstrual hygiene champions were also trained throughout
the month and were assigned to impart the training to the target population
throughout the year. Another striking feature of their strategy is how they have
given chances to those who attended the session to talk about their own
experiences with menstrual stigma and taboos. Men participated in the event,
which also allowed them to speak up and gave a peek into their diverse
Perspectives and stories. The foundation was clear while implementing the
strategies that the only way to normalize menstruation is by accepting equal
participation of men and including them in the process. It allowed people to
connect and sympathize with their fellow audience.

To intensify their outreach campaigns, they have trained one hundred

champions from their organization to create awareness about the programs and
activities across places in the same line. They were called Menstrual Hygiene
Champions. Their main focus was on the areas such as –

•Menstrual hygiene management

•Breaking taboos on menstruation
•Ending period stigma
 For
the

online campaigns, bulks of content were

disseminated through Instagram and YouTube. Internet connectivity has
increased more than ever now in a couple of years. Thus, many people are
directly connected through social media platforms, so programs must
communicate through them. They created simple yet effective short videos and
reels through their account on Instagram. One such video was “Unlike Humans,
Plants Don’t Discriminate,” which questioned the age-old belief that it is impure
to touch a plant while menstruating and it might eventually die. The reel depicts
that no women are impure while menstruating. It advocates healthy notions such
as periods are a natural body functioning and menstruating women are not
impure. Another reel is “Keeping Periods a Secret from Men,” which questions
why women’s monthly cycles are considered forbidden conversations with men.
The video articulated the problems in keeping the periods a secret from men and
how women also have to smuggle their necessities, such as sanitary napkins,
into public spaces. It shows us that to normalize periods; men should also be
involved. Videos and memes about myths and facts relating to periods were also
generated. Several memes were created and shared among people through their
official Instagram accounts, promoting awareness about the same. One such
meme spoke about pregnancy and periods, considered the two sides of the same
culturally disturbed people in the urban slums of Hyderabad. The Scenario and
problems of menstrual hygiene were more

vigilant in the urban slums and streets compared to the lower sections of
society. The foundation has employed young menstrual ambassadors for the
cause. The major sponsors for the campaign were UNICEF India, a few
corporate donors, and individual volunteers with the same objective. The
foundation employed different communication strategies for various
communities.

The foundation organized many other cultural and social events, which attracted
the audience’s attention and raised awareness of the issue. A hackathon titled
#Innovate4MenstrualWaste was conducted by the NGO at the end day which
garnered a large number of people with innovative menstrual waste ideas. It

aimed to generate sustainable and environmentally friendly methods. The

session was held at eight locations in Telangana. Around 240 participants from
different parts of Telangana participated in the initiative which was jointly
organized by Telangana State Innovation Cell (TSIC).
FINDINGS AND ANALYSIS

The target population for the campaign is diverse. The NGO has designed
activities and methods to reach out to the people, keeping their social and
economic backgrounds in mind. Online activities such as Twitter discussions,
content creation through YouTube and Instagram, and campaigns like “Break
the Silence” incorporating art, culture, satire, and humor were conducted to
reach out to populations from seemingly well-off and literate backgrounds. For
the economically weaker sections of the society, campaigns were carried out in
Government schools, Anganwadis, and other familiar places. One crucial place
where activities were carried out for the economically weaker sections
was Hamali Basti Phase 2. Doctor Ritika conducted a detailed awareness
session on menstruation, health, hygiene, etc. The program was conducted on
November 02, 2022. The place had a population of about 1670, out of which
852 were females, and 758 were males. About 45 girls were in the age group of
11 to 14 years old, and 37 were in the age group of 15 to 18.

EVALUATION METHODOLOGY

Our research team consisted of five members. Our primary focus was to
conduct a qualitative participatory evaluation method. We have achieved
discussions with a few among the 100 menstrual hygiene champions who were
extensively trained to carry out the awareness program. We managed to visit
one of the crucial sites where most of the on-ground activities for the
economically weaker sections and target groups took place. The team conducted
an in-depth interview with - Arun Daniel Yellamaty, founder and president of
Youngistaan Foundation Rutrekha, Volunteer from Youngistaan Foundation
Kulsum, Anganwadi worker and volunteer from Youngistaan Foundation V R
Vachana, a Menstrual Champion from Youngistaan Foundation. Focused group
discussions conducted with -

● A group of 6 girls from Hamali Basti Phase 2 aged 14-18.

● 6 Elder women from Hamali Basti Phase 2.

● Five girls from Banjara Hills who had attended “Break the Silence”

campaign.
The existing patriarchal norms and gender biases within society are reflected
through practices that deprive women and young girls of equal opportunity to
learn, participate, and contribute. This deprivation can be visible when girls are
denied education in schools; once they hit puberty, they are posed with
restrictions within their houses. Here we try to understand to what extent we can
address deep-rooted invalid stigmas and notions associated with menstruation.

FINDINGS

ON-GROUND ACTIVITIES

Before beginning their on-ground campaign activities, they tried to comprehend

their target audience's viewpoint, position, and underlying ideas that guide their
thoughts, actions, and entrenched customs. They begin their on-ground
activities, particularly group discussions, by posing questions to the audience
and collecting their responses. After the session, students will again be asked
the same subject, on which they must reflect.

The questions asked include -

 ● The reason why women get periods; Is it because gods curse women?

● Should girls be deprived of equal status because they menstruate?

● Are open-period conversations with the male members of the family

sinful?

https://photos.app.goo.gl/ZRVK8TTftBih4ddj8

(Attached is a short video of the interview conducted by two of our team

members)

Initially, rigid superstitious beliefs uprooted in patriarchal society responded to

most questions. But after the session, one could understand the growing change
in the thought process from the responses and follow-up questions they
received. One of the fundamental elements of the campaign included a detailed
representation of the biological function of menstruation. It explained that it is a
natural process that our body undergoes like any other biological process, and
therefore, period blood should not be deemed impure. The discussion provided
different analogies to compare and reflect upon.

Kulsum, an Anganwadi worker and volunteer at the Youngistaan foundation

who had conducted the discussion at Hamaali Basti told us that more than ten
women contacted her after the session to discuss their menstrual issues. She
referred them to the gynaecologist, after which, during her other sessions, they
seemed to open up to discussions about discarding the old taboos and stigmas
associated with menstruation. They were more vocal and interested and shared
stories of small changes that they incorporated into their daily lives. A 15-year-
old girl from Hamaali Basti named Shivangi shared her experience of being
forbidden from using certain kitchen utensils while she was menstruating. Her
mother has relaxed her now in such matters, and she can now access simple
things like this because of the awareness session she and her mother participated
in. Other girls from the FGD who attended the awareness program also shared
similar positive experiences from their households. Another 16-year-old
recalled her previous experience, where she was denied entry to the kitchen and
other parts of the house. Even though her mother did not participate in the
awareness program, the young girl showed her willingness to question these
age-old futile customs. These girls were from the Gati Government High
School, where the foundation had conducted a two-day awareness program. The
foundation has an initiative wherein they collect donations in the form of
menstrual products and distribute them for free among women from the
economically weaker sections. Few women from the FGD mentioned how
sanitary pads were unaffordable for them, and with this initiative, they have
now switched from using cotton clothes to sanitary pads. Another woman
recalled how she always gave up on a proper diet to feed her husband and in-
laws and instead just ate chilli, salt, and rice. She told us that the session taught
her how important a proper diet was for the appropriate functioning of her
family and her health.
The program also focuses on people from diverse backgrounds because it was
discovered that even those who were literate and belonged to an outwardly
modern environment also suffered from a lack of awareness regarding PCOD, a
different menstrual cycle. Online content creation activities and events like
“Break the Silence Around Periods” was held at Lamakaan. The campaign tends
to catch hold of the people through art and satire. The event reached around 412
people, which included activities like Storytelling, Poetry, Stand-up comedy,
Live music, Drama, Open mic, etc. Vachana, a Menstrual Champion from
Youngistaan Foundation, said the event gathered an intergenerational, gender-
inclusive audience exposed to sustaining conversations to influence change.
One member who was a part of the campaign told us that she was unaware of
the relationship between her increasing body weight and irregular menstrual
cycle. She shared that with the help of a menstrual champion, she got in touch
with a gynaecologist; thus, her period cycle is more under control now. Another
woman shared how such false perceptions and beliefs still exist among educated
people; therefore, constant effort is required to bring radical change into the
minds of these people. She reinstates that literacy sometimes does not guarantee
awareness, wherein people are uprooted in superstitions. Vachana told us that
most of the people who had taken part in the campaign are still well connected
with the foundation through donations made to the economically weaker
sections in the form of sanitary products. One woman who had participated in
the campaign recalled how she had learned about the importance of proper diet
during this period.
ONLINE CAMPAIGN

The online campaign was mainly undertaken through Instagram and YouTube.
Before this, they had conducted an online survey to understand the perspective
and experiences of their target audience. 78% of the people who responded
were females, and 22% were males. The survey contained questions like -

● How did you learn about periods for the first time?

● With whom do you talk freely about periods?

● Do you think the period should only be discussed by women?

● Do you think men should be taught about periods?

Arun Daniel, the organization’s founder, has told us that from the official
reports, the online campaign had a reach of about seven lakh people, the
majority from the 18 to 24 age group. From this category, there were 3, 72,147
male respondents and 40,459 female respondents. The online content was
primarily focused on discarding period-related stigmas and taboos. The fact that
the campaign had such an overwhelming response from the male population is a
positive indicator, as these topics were exclusively reserved for women. Thus,
they would not have the exposure as much as females in these matters. The
normalization of periods would not be possible if we kept them exclusive to
women.

LIMITATIONS
We discovered that some of the beneficiaries were reluctant to speak during our
research survey. They may have been somewhat skeptical to open up due to
their lack of exposure. The interaction and survey results were primarily
dependent on the trust-building component. A few of the women with whom we
interacted were also hesitant to talk with one of our male team member, Sabeel
but after spending some time, they became comfortable and opened up for
discussion. Only two of our team members spoke the local language. So,
initially, they took the initiative of starting the conversation. Few of the
respondents were also camera conscious.
Online content particularly that was created on platforms like Instagram, and
YouTube could only reach a specific section of the audience who had access to
these social media platforms.
RECOMMENDATIONS
The campaign was mostly conducted and carried out in Hamali Basti, Phase 2
locality of Hyderabad. The NGO must also initiate plans to carry out the
campaign in other localities and areas of Hyderabad so that more economically
backward sections can be covered and services can be provided to them. The
NGO should encourage people to use menstrual cups instead of sanitary pads
which are more sustainable, effective, and easy to use. There should be separate
training sessions to train women and girls for safe and correct usage of
menstrual cups. The NGO should also emphasize the advantages and
disadvantages of using menstrual cups along with encouraging people to use
perfume-free sanitary pads to avoid skin allergies, rashes, and infections.
Along with these initiatives being implemented, the NGO should also conduct
donation campaigns which shouldn’t only focus on donating sanitary products
but also focus on serving nutritious and balanced diet meals to menstruating
women. The government schemes and benefits haven’t been able to reach the
target population. Henceforth, the NGO should also focus on availing these
schemes and benefits for women.