The Introduction of the New Colour by Pantone and Intimina will Help Dispel Stigma
The Pantone Colour Institute has partnered with the Swedish feminine products brand, Intimina to introduce a new shade of the red colour called "Period". The new hue is inspired by the colour of the steady period flow in women. The release of this custom colour is part of Intimina's new campaign "Seen+Heard" which aims at helping to end the taboo associated with the free discussion of menstruation issues.
Intimina on its Instagram handle posted: "Join us in breaking down all period stigmas. It's time menstruators are the ones leading the discussions on menstruation! What other things need to change, besides the misrepresentation of periods in media? A big thank you to The Pantone Colour Institute for helping us kickstart these important conversations."
Laurie Pressman, vice-president of the Pantone Color Institute, was quoted in the Guardian UK as saying: “An active and adventurous red hue, ‘period’ emboldens people who menstruate to feel proud of who they are. To own their period with self-assurance; to stand up and passionately celebrate the exciting and powerful life force they are born with; to urge everyone regardless of gender to feel comfortable to talk spontaneously and openly about this pure and natural bodily function.”
Meanwhile, WWD reported that in Zambia, health classes and government partnerships with nonprofits that focus on menstrual health have helped to improve school attendance for girls. While, in South Africa, the department of social development in the Western Cape recently launched the Sanitary Dignity Project.