One of Bollywood’s most iconic megastar’s and India’s very own ‘Pad Man’ Akshay Kumar is supporting a nationwide campaign - #18to82 – with the aim of bridging the gap between the 18% of menstruating females in India who use sanitary napkins, and the 82% predominantly engaging in unhygienic practices.
The campaign launches ahead of the inauguration of the Niine Movement, an ambitious new initiative aimed at raising awareness of menstrual hygiene and tackling the age-old stigma against menstruation across both genders and all age groups.
Speaking about his support for the Niine Movement, Akshay Kumar said: "Open and unafraid conversations on menstruation are powerful as they help to breakdown taboos. I am honoured to support the Niine Movement with the launch of the #18to82 campaign, because menstrual hygiene is an urgent issue that we must resolve in India.
Together we can ensure that every female has the right to manage her period safely and with dignity, and the Niine Movement can drive the social revolution that India needs to initiate change for an entire country. The empowerment of women is the empowerment of a nation."
The Niine Movement is conceived by social entrepreneur Amar Tulsiyan. Speaking about the launch of the movement Amar Tulsiyan said: “We each have a responsibility to do what we can to tackle the taboos around menstruation and educate the next generation about periods in the right way. It is my hope that through the #18to82 campaign the Niine Movement becomes the spark that leads the way in bringing menstrual hygiene and dignity to every woman and girl in India.”