The campaign gained significant traction after being shared on X by user Massimo, who posts under the handle @Rainmaker1973. Within a day, the video attracted more than half a million views, prompting reactions from users around the world.
At first glance, the newspaper appeared to have suffered a serious printing malfunction. A dark red stain seemed to bleed through a sports article on the front page, obscuring much of the content and creating the impression that the newspaper had been damaged. The highly realistic visual effect initially convinced many viewers that they were witnessing a genuine printing error.
However, a closer inspection revealed the true purpose of the design. Beneath the simulated stain appeared the message: “WHAT IF YOUR PAD COULD LAST 5 YEARS?”
The advertisement cleverly transformed a common newspaper printing flaw—ink bleeding through thin paper—into a visual representation of menstrual leakage. By recreating a situation many women fear experiencing in public, the campaign sought to encourage empathy while drawing attention to menstrual health products and the challenges associated with menstruation.
The campaign generated a wide range of reactions online. Many users praised its creativity and willingness to address a subject often regarded as uncomfortable or taboo.
One user commented, “Can’t wait for some Indian newspaper to pull this off. LITREALLY 10000s of free eyeballs.”
Another praised the region’s advertising industry, writing, “South African ads are brilliant and frequently win top honors at the world’s most prestigious competitions.”
The advertisement also prompted broader conversations about menstruation and societal attitudes. One user remarked, “If all men would bleed once a month we would talk about it every day.”
Others shared personal experiences related to menstrual products. One commenter wrote, “I stopped using the commercial products and my cramps have been reduced 90% since, if I use them again I instantly start cramping- there is something not right about them.”
Many viewers focused on the campaign’s creative execution. “Creativity at its peak. This is awesome. Bravo to the creator,” one user commented.
Not all reactions were positive. Some users considered the concept shocking or excessively provocative. One commenter wrote, “That’s wild. But y’all women stay acting like your monthly crime scene is some sacred secret now y’all printing it on the front page?”
Another expressed skepticism regarding the campaign’s message and associated causes, stating, “Big scam! Never contribute! And the ones receiving the donations are on yachts. Same like Gaza and climate activism fooling the woke generation. See how much they invested for the fraud.”
Despite the mixed responses, many marketing professionals and advertising enthusiasts regarded the campaign as an example of highly effective advertising. Its ability to capture immediate attention while encouraging discussion on a socially sensitive subject was widely recognized.
Menstruation ad in South African newspaper The Star pic.twitter.com/J6FXb0nDmd
— Massimo (@Rainmaker1973) June 9, 2026
One user summarized the prevailing sentiment by stating, “Incredibly clever marketing. Print ads rarely make people stop and think anymore, but breaking the stigma with something this jarring and realistic is brilliant design.”
The campaign’s widespread reach highlights the enduring power of print advertising when combined with bold creative execution. By transforming a familiar printing defect into a thought-provoking message about menstruation, the advertisement succeeded in sparking international conversation and challenging long-standing social perceptions surrounding menstrual health.
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