Pride in our tide

Abstract

Pride in Our Tide is a communication campaign aimed at improving menstrual knowledge as well as to foster positive attitudes towards menstruation among Singaporean men and women aged 18 to 25. This was done in three phases which were (1) Learn (2) Understand (3) Support , to foster a supportive community for women when they go through their periods through knowledge sharing. This campaign is the first of its kind and was successful in pioneering a menstrual health movement in Singapore. The campaign sought to spread relevant information as well as to encourage men to join in the conversation. This paper details the research findings gathered from theories and primary research data which was used to guide the overall strategy of the campaign. After the final execution, a thorough analysis of the campaign was explored and conducted to accurately assess the overall impact of the campaign.