Proud Legacy

Agency: VMLY&R


One out of two women from vulnerable communities in Colombia live in menstrual poverty, as they cannot afford sanitary pads due to their limited income (sanitary pad expenses for women in these communities surpass their daily income by 148%). This lack of access to proper hygiene products leads to the use of unsuitable items like toilet paper, rags, and socks, resulting in infections and reproductive health issues. Additionally, the stigma around menstruation and a lack of education causes young women to skip almost 20% of school days.

VMLY&R created, “Proud Legacy,” a sewing studio dedicated to defeating menstrual poverty by teaching three generations of women to sew their own sanitary pads and rethink them with innovation and at the same time, the women share knowledge across generations in a safe space from menstruation-stigma.

Natalia León, Country Director of WaterAid Colombia: “We all have the right to live without fear. Losing the fear of our own body is the first step. Nothing that naturally happens in our bodies makes us unworthy. Honoring the natural is destiny. Educating ourselves on the subject is the way. Without knowledge, there is fear; with fear, there will never be dignity; without water, there is no freedom. Today we raise our voices in Colombia for a life where our body is respected and being a woman is a source of pride."

Julián Núñez, CCO, VMLY&R Colombia: "Proud legacy is not just about promoting action but creating a better future. By fighting menstrual poverty in Tomarrazon, we are ensuring that every woman has access to their basic menstrual rights and building a foundation for a more equitable and empowered society. With this idea we are proud of the transformation and changes in women's life, inspiring their passion that continues working towards a world where everyone has access to the resources they need to thrive."

Inspired by their afro-indigenous heritage, VMLY&R designed sanitary pads reimagined with innovation and fabric patterns that use a blood color shade guide to help them prevent health conditions.

Proud Legacy guaranteed Tomarrazón's access to hygiene tools for four years. - We provided a lasting solution to menstrual poverty. - Tomarrazon became the first town in Colombia to eradicate menstrual poverty. - The sewing studio is now replicable throughout Colombia. - Most importantly, we transform heritage into an educational way to embrace the menstrual cycle with pride. In addition the program reduced Tomarrazon's menstruation-related school

This professional campaign titled 'Proud Legacy' was published in Colombia in April, 2023. It was created for the brand: WaterAid, by ad agency: VMLY&R. This Film and Print media campaign is related to the Education and Health industries and contains 4 media assets. It was submitted about 1 year ago by Marketing Manager: Aspasia Tsampas of VMLY&R.


Catalina Sánchez, CEO VMLY&R COLOMBIA
Debbi Vandeven, Global Chief Creative Officer
Andrés Bolivar, Executive Creative Director VMLY&R Colombia
Cristian Forero Yusti, Executive Creative Director VMLY&R Colombia
Sara Vega Mateus, Copywriter
Catalina Reyes, Art director
Daniela Niño, Copywriter
Santiago Cuesta, Executive Creative Director VMLY&R
Gustavo Hurtado, CTO VMLY&R COLOMBIA
Adriana Gaitán, Growth Director
Sebastián Dávila, VT Strategy
Juan David González, VP Client Engagement
Lauren Lafranz, Executive Director Global Creative
Sebastian Moreno, Executive Business Director VMLY&R Colombia
Leonardo Jiménez, Copywriter
Brahian Santafé, Art director
David Perilla, Art director
Andrés Niño, Art director
David Núñez, Graphic Designer
Diana Orjuela, Graphic Designer
Daniela Mosquera, Account Executive
Álvaro Henao, Audio Productor
Jhon "monki" Rodríguez, Edition / Motion
Juan "pollo" Cárdenas, 3D / Edition / Motion
Ismael Garzón, Colorist
Manuel Mora, Edition / Motion
Natalia Polania, English Voice Over
Loren Pérez, Spanish Voice Over
Natalia León, WaterAid Colombia
María Paula Gómez, WaterAid Colombia
Martina Avellaneda, Artist
Viviana Castañeda Márquez, Fabric pattern artist
Juan Gabriel lópez, Salvación Studio
Julio Miguel, Director - Whisky
Juan Lerner, General Producer - Whisky
Eduali Pirela, DOP - Whisky
OBELIX, Producer - Whisky
Felipe Ramírez, Camera - Whisky
Diend, Casa de Animación
Camilo Rojas, Animador - Whisky
Dana Magallan, Estudios Machina
Camilo Lucena, Estudios Machina

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