South Africa’s The Star sends hidden menstruation message
South African newspaper The Star has attracted international attention with a bold awareness campaign that featured what appeared to be menstrual blood stains on its front page. Many readers initially believed the marks were a printing error, but they were deliberately included as part of the newspaper’s “Period Paper” campaign aimed at challenging stigma around menstruation and highlighting period poverty.
The campaign was developed in partnership with the Menstruation Foundation and advertising agency Joe Public. Through the initiative, the organizations sought to shed light on the struggles faced by girls and women who lack access to essential menstrual hygiene products. Similar blood-stain designs also appeared in related publications, including The Mercury and Cape Times, creating the impression that blood had seeped through the pages.
At the heart of the campaign was a message intended to spark conversation about the shame and stigma often associated with menstruation. Organizers emphasized that while a newspaper can absorb blood, it cannot erase the social taboos and embarrassment many people continue to face when discussing periods.
The campaign also focused on raising awareness about period poverty, a problem that forces some girls to rely on makeshift alternatives such as newspapers, cloths, or rags during menstruation because they cannot afford sanitary products. While many praised the campaign for drawing attention to an important issue, others criticized it for using imagery they considered too graphic.
Despite the mixed reactions, the initiative succeeded in generating widespread discussion about menstrual health, access to hygiene products, and the importance of ensuring dignity and support for those affected by period poverty.
