Empowering advert ‘Cycle Breakers’ becomes a challenge to break the stigmas of menstruation, to own the cycles of femininity and to teach the next generation of women that there is no shame in having a period.
South Africa (07 April 2025) – If you are a woman reading this, you will likely relate to the feeling of standing in line at your local shop, hiding the fact that you have a pack of pads or tampons in your hand. Feeling the heat creep up your neck as you slide the packet across to the teller and hope to get it in a bag and packed away before the person behind you notices. This feeling is officially “so last season” thanks to Lil-Let’s new campaign to teach women to be the ‘Cycle Breakers’.
Lil-Lets, which offers the widest range of period products in South Africa, launched its ‘Cycle Breakers’ campaign, which is dedicated to ensuring that both teenagers and parents are fully equipped with resources to support the curbing of period stigma.
Thanks to the Lil-Lets Talk crowd-based platform, questions and interactions shared there inspired the national campaign to change the conversation and to break the stigma. To ensure it’s maximum reach, a truly empowering and inspiring advert was created to help facilitate conversations, reduce stigma, and broaden representation around menstruation.
Watch the advert below:
“What we’ve also seen on our Lil-Lets Talks platform are questions that include phrases like ‘is it normal to’ or ‘am I normal if’ – underscoring the need for more accessible education in this space.” says Keryn Brien, Marketing Executive Global HPC at Premier FMCG.
These questions have inspired a whole host of new and useful content for parents, guardians, teachers and teens to help break the stigma and help young women realise they are, in fact, normal. From quiz content, webinars with health and wellness experts, and tools to equip teachers and other adults to become cycle breakers and ambassadors at schools.
Lil-Lets has also made updates to its Your Flow quiz, the downloadable educational guides and an upgrade to the Lil-Lets Talk platform to make the experience more engaging. For the past 70 years, the brand has committed to sharing information, making sure every young woman has the tools she needs to make informed choices.
“We at Lil-Lets have always maintained that education and awareness is key to making one’s period journey, a safe and informed one; that’s why Cycle Breakers exists. With the help of some of South Africa’s experts, Cycle Breakers will help remove the shame attached to periods for generations to come.”
“We’re looking forward to making a difference through Cycle Breakers and being a key support in driving crucial conversations between parents and their teenage daughters. Not only that, we want Cycle Breakers to help empower young girls by making them confident through the use of our resources throughout their period journey.” ends Keryn Brien.
For more information on Cycle Breakers, visit www.lil-lets.com and Lil-Lets SA on all social media platforms.
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