The PMS Project

The PMS Project aims to change the narrative around periods (menstruation) in Pakistan- providing young women with convenient, cashless and timely access to a range of menstrual hygiene products packaged around a digital media campaign meant to de-stigmatize periods- putting a FULL STOP on the shame.

In Pakistan menstruation brings with it a social stigma & taboo. If it wasn't hard enough for society to talk about periods, women also lack timely and convenient access to resources that they need to manage their periods. There are no public dispensers that carry menstrual hygiene products and this is especially a challenge for women in schools, colleges and universities and in the workplace.

The PMS Project aims to change the narrative around periods  in Pakistan- providing young women with  convenient, cashless and timely access to a range of menstrual hygiene products  packaged around a digital media campaign meant to de-stigmatize periods- putting a FULL STOP on the shame.

The project consists of 3 Components:

1. An interactive digital media campaign that takes a modern approach to de-stigmatize menstruation in cultures where menstruation is still considered a social taboo
2. A campus drive which engages young women and men through improv comedy and workshops 
3. An e-commerce mobile app which enables women to purchase women's health & wellness products (including menstrual hygiene) coupled to the ability to access these products at a campus-wide network of "just-in-time"  vending machines. (these products include pain killers, multivitamins, water, chocolate etc). The app also provides video consultation access to doctors and therapists and additional information regarding women's health.

Our model demonstrates a technology enabled approach to promoting the inclusion and full participation of women in society. This model has been designed to be replicated and scaled globally.

In Pakistan women ask

• WHAT IF they didn't have to make up stories/excuses when they have their periods 
• WHAT IF they didn't have to shrink and hide pads in brown paper bags when purchasing them 
• WHAT IF they could access period supplies at schools,workplaces and in public spaces
• WHAT IF men and boys could be enlightened about  basic biological facts
• WHAT IF they had access to trusted health professionals who could confidentially and conveniently advise them through an app/phone
• WHAT IF they could use technology to increase just-in-time access to resources 
• WHAT IF having periods was NORMAL 

Through our baseline surveys (inputs) we have received valuable feedback from 1000+ prospective female customers and 300+ young men (outputs). Our theory of change is that the placement of  (A) multi-brand, digital vending machines across college campuses and (B) a digital media public discourse campaign (inputs)  will lead to: (C) the tech-enabled increase in access to Menstrual Health Management products (outputs) for women and (D) increased sensitization and engagement of men in the public discourse around menstruation. This will ultimately lead to: (E) the de-stigmatization of menstruation and (F) increased participation/inclusion of women in society (outcome/impact) 

% change in access to MHM products for women (via digital vending machines at campuses)

Reduction in # of days absent from school/workplace due to availability of on-site MHM 

% change in behavioral attitudes towards menstruation (end-line 12 months compared to baseline) of women and men (attributable to digital media campaign and campus drives)

% change in access to healthcare professionals (via mobile app enabled video-consultation)

%  conversion ratio of digital media content (videos, memes, etc) to engagement (shares, comments, etc) 

Increased target population engagement (via mobile app and digital media platforms)

Comparison of End-line (12-18 months) vs Baseline Surveys - % Change of attitude towards menstruation

Track digital purchases made via e-commerce platform and reconciled with product dispensation at digital vending machines - % Change in access to Menstrual Hygiene Products at Campuses

Track mobile apps downloaded as well as engagement via digital media platforms - Increased target population engagement

This is the first model of it's kind in Pakistan in which Menstrual Health Management products are being made accessible to women via vending machines in public spaces which has been a supply side market failure.

By changing behaviors and attitudes towards menstruation through a high-impact digital media campaign and through on-site campus engagement/activations we are correcting a demand-side market failure.

There's stigma in purchasing MHM products. The ability to make safe, independent, convenient and cashless purchases addresses these challenges

Women know they need MHM products but don't always have on-person. Same with cash on hand.  Most people carry their phones 24/7 and being able to locate a MHM vending machine and procure via a mobile-app would be convenient.

Women don't just need access to MHM products (pads/tampons) at the time of their periods, but also would like immediate access to products such as pain killers, chocolate, water bottles etc. as well. 

(Our Solvers Team embody the target market)

Affordability is not the issue- accessibility is. Digital Vending machines will be piloted in university/college campuses, providing convenient and timely access to women. 

All of our activities including the digital media campaign and campus drives (engagement/activities) are sustainable by design. We will engage corporate partners/brands who are looking at ways to access and market to the same target market.

We recently won 1st prize in Pakistan for MHM Contest by Unicef which gives us some seed money to validate our concept. This also opens up access to key partners, potential funding and other opportunities in this space.

We've approached and had positive engagement with well known multi-national brand teams and are continuing the conversation regarding sponsorship for the campus drives and digital media campaigns. (This creates sustained revenue streams for our activities and campaigns).

We have started meeting with brands who are interested in not only supporting and supplying to the digital vending machines but we are also discussing ideas regarding cross-subsidy schemes where a % of the money or a portion of the sales can be directed to support women and girls in rural areas and/or offering a subsidized program for girls in remote areas- this increasing impact across Pakistan.

• social resistance and potential for backlash from more conservative segments of society towards public discourse campaign
• de-constructing centuries old taboos and practices associated with menstruation 
• connectivity, technology risks

These are all risk-factors that are addressable.

http://www.docthers.com

We'd like to be a part of a global community and network of innovators and Solvers 

We'd like to gain perspective from entrepreneurs and experts while having our ideas challenged 

We'd like to share our reality, inviting others to see the world from our lens while being able to see the world from other lenses too.

We'd like to get honest feedback for our ideas and find supporters and partners to help us grow and scale.

We'd like access to platforms where we don't have to shrink or play small and gain mentorship for areas where we need to grow.

Development Sector:  Unicef, School of Leadership, 

Corporate Sectors: GSK, Unilever, Dolmen Group, 

Academia: Institute of Business Administration (IBA), Szabist, and others

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