What image first appears in your mind when you think of a LEADER? Who is a LEADER? Traditionally the stereotypical leader is confident, strong, decisive and MALE. However, leadership has evolved and so has the image of the LEADER. Today, leaders are also compassionate, empathic and FEMALE. More and more women occupy leadership roles from the boardroom to the sports arena. And yes, they too have periods.
As a part of its mandate to address the stigma and shame associated with periods, HerFlow launched a social media campaign that features Jamaican women in leadership roles dubbed Leaders Who Bleed.
Set to run from International Women’s Day – March 8, 2021 to Menstrual Hygiene Day – May 28, 2021, leaders from corporate companies Digicel – Nasha-Monique Douglas, Carla Hollingsworth, Pia Baker and Christine Suragh; Red Stripe – Sherry Perrier and Dr Cavell Francis-Riney and Mass Distributors – Latoya Smith, Patria-Kaye Charles and Ramona Donaldson – were featured on HerFlow Social Media pages having open conversations about their own experiences with periods. The campaign also featured videos from Dr Janice Johnson-Dias, Professor and Author, Lisa Maxwell – Marketing VP, Mastercard, Melissa Golden – Financial Advisor and Krystal Tomlinson – Success Coach.
The purpose of the #LeadersBleed Campaign is:
- To normalize conversations about periods through storytelling
- Inspire you girls by sharing the stories of accomplished women in their own voice
- To address the stigma and shame associated with period by demonstrating that women in leadership roles who have accomplished success still do so while having a period
Campaign conceptualizer and HerFlow Founder, Shelly-Ann Weeks was very inspired by the response of the leaders featured in the campaign. “Period shame colors how we, as a society see and treat women – even those in positions of leadership.” She continued, “Hearing how these women have to navigate the pain and discomfort with their periods while being bosses, is simply impressive.”
HerFlow Founder and Executive Director, Shelly-Ann Weeks
Providing Jamaican Girls with Jamaican Role Models
Another major goal Shelly-Ann had for this campaign is to provide Jamaican girls with examples of Jamaican women who they can aspire to be.
“Whenever I ask girls in schools who their role models are, they say Oprah and Beyonce. While I also admire these women, there are so many Jamaican women that can also inspire. Through this Campaign, we have identified so many examples of Jamaican women for girls to emulate.” Weeks explained.
The Leaders Who Bleed campaign was powered by Digicel, D&G Foundation and Carefree Breathe and can be found on social media using the hashtag #LeadesWhoBleed