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Menstrual health & stigma free communication as principal narrative for advertising menstrual cups: Impact on potential consumers’ willingness to use and quality perception
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Resumo(s)
Social stigma around menstruation has created negative narratives that have shaped how
women perceived their own menstrual cycle and menstruation. Moreover, these negative
narratives construct the social perception about menstruating women and expectations about
their decisions to manage their menstrual cycle and reproductive health. Those decisions
include menstrual practices, which are related with product choosing. Stigma, and selfobjectification
in women, have created a difficult environment where women are non-wellinformed
about their own menstruation, an environment that is also difficult for the industry to
distribute and communicate about products for menstrual care, because products also need to
fulfill social expectations about menstrual practices. Within this environment it is difficult that
products solutions, such as the menstrual cup, finds its way within the market distribution,
despite its benefits and high quality. Negative narratives have been promoted by the menstrual
care industry that has passed the idea that menstruation is a problem that needs to be managed
with secrecy and disposable products. In this dissertation, a new narrative with a health
approach about menstrual health is studied, with the objective to understand its impact on
menstrual care products, specifically the menstrual cup, a product that has demonstrated good
results in menstrual care management due its durability, materials, and cheap price. The purpose
of this dissertation is to test an online video (ad) amongst women consumers of menstrual care
products and compare with a control group exposed to an online video centered in a more
mainstream concept: Comfort. The objective is to confirm the impact of the two narratives
towards willingness to use and quality perception of the menstrual cup. Conclusions reported
that a narrative centered in menstrual health improve scores on willingness to use and quality
perception of menstrual cups, demonstrating new possible narratives for menstrual care
industry advertising communication and positive impacts on women’s health.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Menstruation Women’s Health Advertising Media Menstrual Care Industry Menstrual Health SDG 3 - Good health and well-being SDG 5 - Gender equality