Population Services International (PSI) Nigeria, in collaboration with Afrobeats artist Yemi Alade, has launched a groundbreaking campaign to promote menstrual health and hygiene. The campaign, which seeks to break the stigma surrounding menstruation, includes a short film, a music single, and a music video. It aims to empower women and girls to embrace menstrual health without shame, while challenging long-standing myths and misconceptions about menstruation.
The centerpiece of the campaign is the Nollywood film Time of the Month. This project uses storytelling and music to raise awareness about menstrual health, aiming to shift societal attitudes and provide accurate information. The film features some of Nollywood’s most well-known actors, including Aisha Lawal, Liquorose Afije, Mary Njoku, Ibrahim Suleiman, Mike Ezuruonye, and Femi Branch. Through this collaboration, the campaign hopes to create a platform for open discussion about menstruation.
Pritpal Marjara, a representative from PSI Nigeria, explained the selection process for artists involved in the campaign, highlighting the importance of credibility, relatability, and commitment to women’s health. “We believe in partnering with artists who resonate with the public and can genuinely influence perceptions. Yemi Alade is an excellent example of an artist who is deeply connected with her audience and committed to advocating for women’s health,” Marjara said.
Marjara also underscored the power of Nigerian celebrities in shaping public opinion. “Nigerian celebrities are believed to be significant influencers,” she noted. “They have, on several occasions, shaped Nigerians’ perceptions on various issues. By partnering with well-known artists, we are confident that this campaign will help shift public attitudes toward menstrual health and hygiene in Nigeria.”
For her part, Yemi Alade expressed her passion for the campaign, emphasizing the importance of addressing menstrual health openly and breaking down the taboos surrounding it. “It’s about time we talked about menstruation without fear or shame,” Alade said. “I’m proud to be part of this initiative to empower women and girls to take charge of their menstrual health and challenge the misconceptions that have kept many silent.”
The Time of the Month film, music, and video aim to provide educational and emotional support to women and girls, showing them that menstruation is a natural part of life, not something to be hidden or ashamed of.
