In a powerful national campaign, Woolworths New Zealand has partnered with The Period Place to address the growing issue of period poverty. This comes at a crucial time, as a recent survey commissioned by Woolworths found that nearly half of New Zealanders aged 16 to 54 experience financial stress due to their menstrual cycles.
Running until September 8, the campaign sees Woolworths and its supply partners donate one period product for every participating product purchased. Brands such as U By Kotex, Libra, Carefree and others have joined forces to make a tangible impact on the lives of those struggling to afford basic period products.
In addition, Woolworths has pledged a $20,000 cash donation to The Period Place, further supporting the organisation’s mission to alleviate period poverty in New Zealand.
Danika Revell, CEO of The Period Place, emphasised the importance of the campaign, stating, “Too many people can’t afford basic period products, and it’s a ‘bloody disgrace’. We know times are tough, so we’re not asking anyone to buy extra products to donate. Simply purchasing your regular period products at Woolworths this month will generate donations and help those experiencing period poverty.”
The recent survey highlights the severity of the situation, revealing that 36 per cent of respondents had experienced a time when they couldn’t afford necessary period products. Among them, 28 per cent sometimes couldn’t afford them, 5 per cent often couldn’t and 2 per cent always couldn’t afford products.
The survey also found that 48 per cent of respondents experienced financial stress or anxiety due to their periods, with 66 per cent worrying about how they would access products if they ran out or were caught by surprise.
“These findings are sobering and highlight the financial challenges people face, but they also underscore the need for greater access to period products,” says Danika. “We aren’t expected to bring our own toilet paper to work, or restaurants, or other public spaces, and period products should be the same. Every bathroom, in and out of the home, should be stocked with period products so they’re readily available for those who need them.
“Shockingly, a previous survey showed that 91 per cent of respondents worry their period is going to leak, 34 per cent said they worry someone will hear them or see them changing their period products at home, and 70 per cent said the same for when they are out of the home. That is a lot of internalised shame people are carrying around with them, again, month on month, for a completely normal bodily function.”
This marks the second year that The Period Place has teamed up with Woolworths for the month-long appeal. Danika praised the supermarket chain for its commitment to normalising the conversation around periods, noting that Woolworths was the first supermarket in the world to change its signage from “feminine hygiene” to “period care” in 2020.
While the appeal focuses on generating donations, it also serves as a reminder that period poverty remains a significant and growing issue in New Zealand. “People are finding it harder to financially manage their period,” Danika says. “We see it week on week as the number of organisations and individuals reaching out for support continues to grow.”
The campaign also brings attention to the broader societal impact of period poverty. Danika shared that the inability to manage menstrual health affects the daily lives and well-being of hundreds of thousands of New Zealanders. “Too many people are going on birth control to stop menstruating, so they don’t have to worry about spending money on period products. I did this when I was younger, and the shame I felt stayed with me until I started talking to people about periods and realised it wasn’t just a ‘me’ thing.”
Danika’s vision for the future includes making period products as accessible as toilet paper in all bathrooms, both public and private. While legislative changes are needed to make this a reality, The Period Place is actively working behind the scenes to push for these changes. “Of course, it’s bloody feasible!” she exclaims, emphasising that society should support the need for period products just as it supports the availability of toilet paper.
As the campaign continues, The Period Place and Woolworths New Zealand hope to not only provide essential period products to those in need but also to break down the stigma and shame surrounding menstruation. Through their efforts, they aim to ensure that periods are seen as a normal part of life, while period poverty becomes a thing of the past.
