At Splash, we’re driven by a vision of a world where clean water, sanitation, hygiene, and menstrual health are rights, not privileges. We’re stepping up our commitment to that vision with an exciting new chapter in Project WISE in Ethiopia: our very first Social Behavior Change Communication (SBCC) campaign.

This campaign is about transforming norms. We’re zeroing in on menstrual health, a critical area where impactful, society-wide change is within reach. By breaking through stigmas and amplifying education, we aim to create a world where menstruation is understood, accepted, and stigmas around it are broken down.

Our strategy starts with deep listening. Through a comprehensive media landscaping, we’re working with local and international consultants to map out the most effective channels to reach communities and stakeholders with messages that challenge misconceptions and inspire positive change. Whether it’s through the familiarity of radio, the reach of television, the connectivity of social media, or the visibility of billboards and posters, every medium matters.

Here is an example of the audiences we attend to reach, their influencing audiences, and the impression we want them to take away from the campaign materials and messages:

This effort is anything but isolated. Building on the success of our interpersonal school-level programming from Phase I of Project WISE, we’re layering diverse media approaches to create a holistic, ecosystem-wide impact. A huge key to success in this effort is actively collaborating with fellow implementers and prioritizing partnerships with government agencies to maximize reach and sustainability.

By working across the social ecological model, we’re unlocking exponential potential. This campaign is a collective push to reshape how menstrual health is understood and supported at every level of society. We know this work will be resource-intensive, with the media mix and mass media partnerships as our primary cost drivers. But we also know the investment is worth it.

Change doesn’t happen overnight. But with every message, every partnership, and every person reached, we’re building a future where menstrual health is prioritized, normalized, and respected.

Stay tuned. The journey is just beginning.