For 30 years, Dorival has championed women looking to fulfil their potential whilst overcoming society’s limiting beliefs, including period stigma. The Bayer brand is one of few Ibuprofen products marketed for menstrual pain, leading the seven markets where it operates in Central America. Through the years, its priority audience was solidified as teenagers experiencing their first periods, a particularly vulnerable time as girls drop out of school and internalise negative perceptions around menstruation that often become lifelong taboos. To effectively reach teenagers, Dorival embraced social media, with content related to passion points including music, makeup and gaming, and inspirational influencers showing the breadth of possibilities open to young girls. Since time immemorial, fairy tales have had a fundamental role in our society, by telling universally appealing stories that help young people understand and navigate life’s challenges. For little girls around the world, Princesses have long been a source of inspiration, iconic role models who teach us we can be much more than we think. With periods still a taboo in so many parts of the world, we needed their powerful help in breaking the stigma and telling the full story of menstruation. Introducing Princesses on Periods, a content platform that features classic princesses reimagined as modern, kick-ass young girls. In these tales, Rapunzel, Sleeping Beauty and Cinderella are no longer stuck in castles, talking to animals whilst waiting for Prince Charming - they’re going to school, having fun with their friends, gaming and streaming, sharing makeup tips and playlists. Living their best lives and getting their periods… Happily ever after.