Somos Martina: The Period Uniform
Somos Martina tasked Serviceplan Germany with addressing the high rate of school absenteeism among girls in Colombia due to period poverty. The client sought a solution that would combat menstrual stigma and provide practical support, ensuring girls could attend school with confidence. The objective was to create a scalable, impactful initiative that moved beyond awareness to provide a tangible, long-term solution for students.
Creative Idea
The brand integrated period-proof technology directly into the mandatory school uniform.
Somos Martina integrated period-proof technology directly into school uniforms to eliminate the shame and absenteeism caused by menstruation, transforming a source of anxiety into a functional, empowering tool for girls in Colombia.
Engineering Dignity Into Every School Stitch
From Pilot Program to Policy
The initiative began with a targeted pilot at the Institución Educativa Mayor de Mosquera near Bogotá. By integrating high-performance, period-proof textile technology into the standard school uniform, Somos Martina effectively removed the financial barrier of purchasing expensive, disposable sanitary products. The success of this pilot was immediate, with the brand meeting its entire annual business target within just a few months of the January 2026 launch. This rapid adoption proved that functional design could directly combat the 52% absenteeism rate among Colombian girls who previously stayed home due to lack of access to menstrual care.
A Grassroots Partnership
The campaign was not a top-down corporate effort but a collaboration with Fundación Poderosas Colombia. This grassroots organization was instrumental in facilitating school outreach and ensuring the technology reached the students who needed it most. By partnering with a local entity focused on gender equity, the agency ensured the project addressed the deep-rooted menstrual stigma that often accompanies period poverty.
Beyond the Classroom
While the primary focus remained on Colombian students, the campaign utilized a multilingual website to spark a global conversation. By framing the uniform as a tool for educational equity rather than just a product, the project shifted the narrative from charity to systemic change. The initiative highlights a critical intersection of B Corp values and Serviceplan Innovation’s technical expertise, proving that sustainable intimate care can be woven into the fabric of daily life to keep girls in school.
Creative Strategy Deconstructed
Company
Somos Martina leveraged its expertise in sustainable intimate care to engineer high-performance, period-proof textile technology for school uniforms.
Category
The feminine hygiene category typically relies on traditional advertising campaigns that focus on product features rather than systemic social barriers.
Customer
Young girls felt deep anxiety and shame, leading them to miss school to avoid the stigma of potential leaks.
Culture
A growing global focus on period poverty and the urgent need for gender equity in Latin American education systems.
Company
Somos Martina leveraged its expertise in sustainable intimate care to engineer high-performance, period-proof textile technology for school uniforms.
Category
The feminine hygiene category typically relies on traditional advertising campaigns that focus on product features rather than systemic social barriers.
Strategy:
Solve systemic barriers to education by integrating essential care directly into the daily environment.
Customer
Young girls felt deep anxiety and shame, leading them to miss school to avoid the stigma of potential leaks.
Culture
A growing global focus on period poverty and the urgent need for gender equity in Latin American education systems.
Strategy:
Solve systemic barriers to education by integrating essential care directly into the daily environment.
Strategy Technique
Build an Utility, Not an Ad
Instead of just raising awareness, the brand created a tangible tool that solves the specific problem of school absenteeism. This utility-first approach provides immediate, practical relief for the target audience.
Explore Technique
Creative Technique
Turn Message into Product
The campaign physically embeds the solution into the school uniform itself. By making the product a functional part of the daily attire, it removes the friction of managing menstruation at school.
Explore Technique
Craft Breakdown
This campaign excels through its poetic storytelling and striking visual metaphors, transforming a taboo subject into a beautiful narrative of female solidarity. The seamless integration of realistic drama with theatrical abstract sequences elevates the emotional impact.
The use of high-contrast lighting and distinct color palettes masterfully separates Gabi's internal anxiety from her external reality.
The poetic voiceover and tender dialogue handle a sensitive topic with immense grace and emotional resonance.
