Pantone launches bold new colors to combat menstrual taboo


written by Jacqui Palumbo, CNN

Pantone has released a bold new shade of red called “period” to help destroy menstruation.

The new hue – an “energetic and dynamic reddish shade that encourages positivity of the period,” according to a press release – was launched as part of the Sean + Herd campaign, a Swedish feminine brand, Intimina Is an initiative by

The vice president of the Pantone Color Institute, Laurie Pressman, described the color as a “reassuring red”, which may help encourage positive conversations about menstruation.

“An active and courageous scarlet, adventurous period embarrasses those who menstruate to feel what they are proud of – for their period with self-assurance; exciting and born of standing and passion. To celebrate the powerful life force; Pressman said through the press, urge everyone to feel comfortable about this pure and natural physical activity, regardless of gender, and openly.

Menstruation remains a taboo subject in many parts of the world, affecting people’s health, education and socioeconomic status.

For example, in India, women are sometimes prohibited from cooking or touching anyone, as they are considered impolite or dirty, which may contribute to a culture of silence and misinformation around hygienic practices. And in a mid-western region of Nepal, a 2019 study found that the practice of girls sleeping in menstrual slums is still prevalent, despite a nationwide Restriction.

The Oscar-nominated film aims to end menstrual stigma

Stigma also affects women in the US, where period poverty – lack of access to affordable menstrual hygiene products – affects one in five teens.

Global brand manager of Intimina Danela Žagar said in a statement, “Despite the fact that billions of people experience menstruation, it is historically considered something that should not be seen publicly or talked about.” Should not be done. ”

“And if we look at popular culture, the depiction of periods has gone from wildly inaccurate and ugly to jokes and insults.”

Building period positivity

Pantone’s latest initiative joins recent efforts to increase the visibility of the so-called “period positivity” movement.

In 2019, a short documentary titled “Periods of Sentence,” directed by Reka Zhatabachi, won an Academy Award. Later that year, the Unicode Consortium – a nonprofit organization that develops and approves new emojis – introduced the “A Drop of Blood” symbol following a campaign by Plan International, a girls’ rights and children’s charity.
While Pantone is best known for its Color of the Year (which went into classic blue this year, a balm for an indefinite amount of time), it has also launched color on social and environmental issues.
Classic Blue was named Pantone's 2020 Color of the Year.

Classic Blue was named Pantone’s 2020 Color of the Year. Credit: Pantone

In May, the institution released Pippi Longstocking Orange as part of Save the Children’s “Girls on the Move” initiative. Then, favoring Living Coral as the Color of the Year of 2019, Pantone launched the Ocean Agency to release Glowing Blue, Glowing Yellow and Glowing Purple – shades based on the fluorescent colors produced by corals when there is a threat to the ocean. And partnered with Adobe.

Pressman said, “Color is one of the most powerful methods of expression we can use to attract attention and make our voices heard.”

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