El Uniforme Menstrual
In Latin America, one in four girls regularly misses school due to a lack of period products and deep-rooted stigma. Somos Martina is challenging this inequity at its root by integrating period underwear into the mandatory Colombian school uniform. By adding period care to the required list of school items, it becomes the standard rather than an extra, allowing schools to communicate directly with parents and remove the burden of uncomfortable conversations from the girls.
The visual system for El Uniforme Menstrual (“The Period Uniform”) is based on the aesthetics of a teenage diary and deliberately avoids clinical or commercial cues. The design language features custom illustrations, hand-drawn typography, and data charts rendered as scribbles to maintain a relatable feel. This identity is applied across print, film, website, and school materials, supported by photography and a short film to make menstrual care accessible and scalable by design.
Because equal education starts with dignity. And dignity starts with care.
The campaign was conceived by Serviceplan Innovation. It involved film director Claudia Barral, illustrator Adriana Lozano, and photographer Violeta Zambrano. Daniel Kuhnlein took care of the website.
