Colombian B Corp Makes Period Protection Part of School Essentials – A Creative Collaboration with Serviceplan
Colombian B Corp Makes Period Protection Part of School Essentials – A Creative Collaboration with Serviceplan
27.02.2026
B Corp intimate care brand Somos Martina fights period stigma and school absenteeism with a system change – supported by a powerful short film and a design-led campaign.
Bogota, February 2026 – In Colombia, one in four girls misses school during her period – not because of illness, but because of shame, stigma, or lack of access to period products (UNFPA, 2025).
To address this, local B Corp period care brand Somos Martina has launched a bold new initiative: encouraging schools to add period underwear to their uniform checklists – just like socks or gym shoes. The goal is to make period protection an expected, everyday part of schoolwear, without shame or stigma attached.
“Uniforms are meant to create equality in the classroom”, comments Juliana Villegas, CEO of Somos Martina. “But for decades, they’ve excluded something half the students need every month. It’s time to change that.”
The initiative launched with a pilot at the public school Institución Educativa Mayor de Mosquera. While it’s not yet a national policy, the project has already drawn support from Colombia’s Vice Minister of Education, who voiced encouragement for broader conversations around menstrual health in schools.
“I support this project. And I believe period care should be discussed from pre-school through to secondary school”, said Lucy Maritza Molina Acosta, Vice Minister of Education. “Period care should be discussed in all schools.”
Spreading the Idea Through Creativity
Somos Martina teamed up with Serviceplan Innovation, the R&D arm of the global independent agency group Serviceplan, to bring this idea to life and generate public awareness. Together, they created a campaign to amplify the model and invite public dialogue.
“This project resonated deeply with our team - especially since several of us are from South America, including Colombia,” says Babi Puttini at Serviceplan Innovation. “We saw a powerful opportunity to support their vision with creative and strategic solutions that could activate awareness across education, media, and policy.”
At the heart of the campaign is a short film by award-winning director Claudia Barral Magaz, which captures a teenage girl navigating her first period. The film invites viewers into an intimate emotional space – one that reflects the quiet strength and confidence many girls need but lack due to stigma.
“When the subject calls for it, cinema offers the opportunity to open conversations with special care, from a different perspective. We worked with girls who had never acted before, starting from a very specific reality, which is why the project takes the form of a docufiction. The shoot required a great deal of tact, listening, and accompaniment. I truly hope the result helps build bridges and improves the reality of as many girls as possible”, said Claudia Barral.
From Emotion to Action
While the film delivers the emotional core of the campaign, the second layer provides facts and expert knowledge. To support broader public awareness, Somos Martina launched a storytelling campaign featuring editorial contributions from NYT-contributing journalist María F. Fitzgerald and a bold illustrated visual language developed by Adriana Lozano.
The campaign highlights real student experiences and invites schools, families, and policymakers to support the model. In parallel, Somos Martina is engaging with educators, public institutions, and private partners to explore how the system can scale — turning period protection into public infrastructure.
A Model That Works Without System Change
School uniforms are mandatory in Colombia and already include specific clothing guidelines. The Period Uniform model simply adds period underwear to the list of essential items provided at the start of the school year. This subtle but powerful change creates a ripple effect:
- Burden is removed: Schools, not girls, initiate the conversation with parents.
- No extra logistics: Distribution and procurement are handled through existing uniform vendors – no extra logistics required.
- Cost becomes manageable: As part of the initiative, Somos Martina offers its period underwear priced comparably to regular underwear, with a lifespan of up to 3 years.
Why Period Underwear?
Designed with young girls in mind, period underwear is noninvasive, safe, and familiar. It offers up to 12 hours of leak-free protection, it’s washable and reusable for up to three years, and reduces health risks and skin irritation caused by pads or tampons.
Doctors agree: “It’s simply the best solution for school-aged girls,” says Dr. Laura Gil, gynecologist and reproductive rights advocate. “Environmentally friendly, safe, and scalable. Integrating it into the school uniform guarantees every girl’s right to stay in the classroom.”
“This initiative is rooted in our mission to fight for menstrual justice,” adds Patricia Franco Reyes, CMO of Somos Martina. “If we support girls during their first period, we build trust and confidence. When period protection becomes a standard, shame disappears.”
