For the first time in the history of television, a female TV presenter was absent from the screen when presenting her weather forecast - an absence that had nothing to do with social distancing, but "because she's on her period". Excused by the channel, this absence highlights a reality that affects 1.7 million* women suffering from menstrual insecurity. An operation initiated by the Règles Élémentaires association and its agency Serviceplan France, and supported by the Canal + and France Ô channels.

Because they can't afford to buy intimate hygiene products - or don't buy enough of them - 1.7 million women in France can't experience their periods with dignity. For some, the solution lies in absence, as these women prefer not to go to school or work during their period.

It was to bring this terrifying yet little-known reality to the attention of as many people as possible that Tara Heuzé-Sarmini set up the first association to combat menstrual precariousness: Règles Élémentaires, in 2015. This association has set itself a dual mission: to collect intimate hygiene products for women in need, and to obtain free sanitary protection from government authorities for women in precarious situations.

To raise public awareness, the Serviceplan agency has come up with an unprecedented shock operation: to make female TV presenters disappear from the screens as they present their program, for a reason never given in our society, where the subject of menstruation remains a veritable taboo.

The operation will be repeated several times between June 1 and 30 on 6 Canal Group channels: Comédies, Planet AE, Info Sport, Planet CI, Planet and Polar +, as well as on France Ô.

* 1.7 million: the number of women in France who are victims of menstrual precariousness and lack intimate hygiene products (source: IFOP, 2019).

About Règles Élémentaires

Règles Élémentaires is France's leading association in the fight against menstrual precariousness. It pursues a dual objective: to collect intimate hygiene products for women in need and to break the taboo of menstruation through various awareness-raising initiatives.

Since its creation in 2015 by Tara Heuzé-Sarmini, the association has counted:

+ 3,000,000 intimate hygiene products collected

+ more than 50,000 women have benefited

+ over 1,000 collections organized

+ over 200 partners throughout France

+ over 100 awareness-raising events

+ 30 volunteers in 6 local branches and 5 permanent positions

The association has established itself as a platform for citizen mobilization, enabling everyone to organize a fund-raising event in just a few clicks, while informing, raising awareness and changing rules and laws.