Population Services International (PSI) Nigeria, a leading global non-profit organization, has joined forces with acclaimed Afrobeats artist Yemi Alade.

Together, they have launched a dynamic campaign, marked by the release of a poignant short film, an emotive music single, and a captivating music video.

This multi-faceted campaign seeks to shatter the silence and combat the long-standing stigma surrounding menstruation, while simultaneously driving meaningful change across communities.

The centrepiece of this initiative is the short film titled “Time of the Month,” which artfully intertwines storytelling and music to elevate awareness, reshape societal perceptions, and dispel the many myths associated with menstruation.

This compelling cinematic piece not only entertains but also empowers women and girls, encouraging them to embrace their menstrual health without the burden of shame.

The film features an impressive cast, showcasing some of Nollywood’s most talented actors, including Aisha Lawal, Liquorose Afije, Mary Njoku, Ibrahim Suleiman, Mike Ezuruonye, and Femi Branch.

Their performances are poised to resonate with audiences, making a profound impact on the conversations surrounding menstruation.

At the launch of this important campaign, Pritpal Marjara, a representative from PSI Nigeria, elaborated on the thought process that guided their choice of artists.

He emphasized that the credibility, relatability, and unwavering commitment to women’s health exhibited by these artists made them the perfect partners for this project.

 “We believe that a collaboration of this magnitude will significantly shift public perception regarding menstrual health in Nigeria,” Marjara stated.

He continued by highlighting the influential role of Nigerian celebrities in shaping societal attitudes.

“Nigerian celebrities are renowned for their ability to impact narratives. Time and again, they have played a crucial role in shaping the views of their fans and followers,” Marjara noted.

“By partnering with these renowned artists, we are confident that we can elevate the discourse around menstrual health, thereby fostering a more informed and supportive environment.”

The campaign aims to reach audiences not only through the artistry of Yemi Alade and her co-stars but also through the powerful message embedded in their work.

By leveraging music and film, PSI Nigeria is taking innovative strides towards normalizing discussions on menstruation and creating a culture of openness and understanding.

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It is a call to action for women and girls to prioritize their health, seek the education they deserve, and challenge the societal norms that have long plagued discussions about menstruation.

As the campaign unfolds, it is expected to spark critical conversations within communities, schools, and households, driving home the message that menstrual health is a fundamental aspect of women’s health and should be treated with respect and dignity.

The launch of “Time of the Month” represents not just a cultural milestone, but a significant step towards empowering women and dismantling the stigma surrounding menstruation.

The partnership between Population Services International Nigeria and Yemi Alade is a testament to the potential of collaboration in driving social change.

By harnessing the power of narrative and music, they are setting the stage for a future where menstruation is recognized as a natural and important aspect of life, free from shame and stigma.

This ambitious initiative has the potential to resonate deeply within Nigerian society, inspiring a generation of women and girls to advocate for and prioritize their menstrual health.