It’s not just underwear…

Client: afripads

Services: Photography, filming & scripting

Afripads is an award winning social enterprise in Uganda who is committed on improving menstrual health in Africa and beyond. They inform women and girls in Africa about menstrual health and create reusable sanitary pads, which is a more cost-effective, durable and waste reducing menstrual product solution. Recently, they also added underwear to their products, made from stretch and breathable cotton. With these products, Afripads improved the lives of 3.5 million women and girls.

Photography

For Afripads newest product category, they have asked Marula to market the underwear through pictures. The underwear collection is made in collaboration with African women and girls to fit every body, to be high quality and durable.

Together with five African women in different sizes, we created this photoshoot to communicate these important aspects and support their story. These photos are used on their website, social media and for by their partners.

Strategy for videos

We scripted, filmed, and edited 3 videos that highlighted the unique features of the underwear, from the perspective of a beneficiary, tailor and a field worker involved in the production and distribution of the underwear in the different communities. The goal of the videos was to show the impact the underwear has created in the lives of the 3 characters whilst emphasizing the unique features of the underwear.

Story - the team brainstormed the best style to tell these stories. In the end we chose the interview style to capture the emotions and authenticity of their personal stories. The narrative centered around their day to day lives.

Picture - we went heavy on the b-roll to get the viewer connected to these stories. Different angles were used to communicate an array of emotions. 

It's not just underwear, it's education

Meet Moran, a 12 year old student who constantly missed school because of poor underwear especially during her menstruation period. Through Pads for Her, she has received Afripads underwear and can now attend school and participate in her favourite sports.

It's not just underwear, it's employment 

Meet Esther, a lead tailor at the Afripads factory in Masaka. Through Afripads, she has been able to secure a job making underwear. She has since been able to look after herself and her family.

It's not just underwear, it's impact 

Meet Christine, a field worker that has dedicated her life to help girls in her community access menstrual health information and services.