Care France: Respect Our Periods

International NGO Care France has launched a campaign to raise awareness of the continuing stigma around menstruation in the developing world, and the devastating effect this can have on young women's education.

Without access to separate bathrooms in schools and proper sanitary protection, and information, it's estimated one in ten girls in Africa miss school during their periods.

Respectez Nos Regles (Respect Our Periods), created by CLM BBDO and directed by Dr Bowman through Players Paris, uses a clever twist to get the message across in this emotional film about a mother and daughter getting ready to go to school one morning.

In addition to the film, a social campaign will see Instagram influencers post texts deliberately filled with errors to give the impression they quit school at the age of 12, the same age many girls leave because of shame around menstruation.