First Period · Welcome to the Flow
Year-round. The first time a user logs a first-ever period in Care, this whole experience triggers.
Menarche is the single most emotionally loaded entry into menstrual life — and the moment most likely to set the lifetime tone (shame vs curiosity). Every other campaign we run is timed; this one is triggered. It runs year-round, fires only on the right event, and is designed to be a positive ritual that lasts a week.
What fires
28-bead bracelet animation
A full-screen "Welcome to the Flow" moment with a digital version of Pravahkriti's 28-bead cycle bracelet animating onto the user's timeline.
Optional share card
One-tap "Tell mum / didi / friend" that generates a sanitised, opt-in summary card. No data shared by default.
7-day onboarding drip
Daily 90-second in-Care card: what's happening biologically · what cramps are · what to do · who to talk to · myth-busting · anatomy 3D link · Sakhi intro.
Anonymous mode is honoured throughout — a young user who isn't signed in still gets the bracelet + the 7-day drip; nothing leaves the device unless they choose to share.
Common questions
Is my first period normal?
Almost certainly yes. First periods can be light, heavy, short, long, irregular for the first 1–2 years as cycles settle. Colour can range from bright red to brown. Cramps are common. If you are soaking through a pad every hour, fainting, or bleeding for >10 days, talk to an adult and see a clinician — /care/care-team.
How do I tell my mom?
Pick a quiet moment. You can use the one-tap share card if speaking feels hard. Most moms are relieved to know and ready to help with supplies. If telling mom is hard, an older sister, aunt, or school nurse is a great alternative.
What pad / cup / underwear should I use?
Most people start with sanitary pads — easiest at first. Tampons, menstrual cups, and period underwear are all options to explore later when you feel ready. Change pads every 4–6 hours. The 7-day drip walks you through hygiene basics.
What does "menarche" mean?
Menarche (men-ARK-ee) is the medical word for your very first period. It usually arrives 2–3 years after the first signs of puberty (breast buds, body hair). Average age in urban India is about 12, but anything between 9 and 15 is normal.
My daughter cried the first day. The bracelet animation made her laugh through the tears and the daily card the next morning answered the question she was too shy to ask me. Thank you.
Keep going
This campaign is one nudge. Here's where it leads on SHELY.
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Related campaigns
Red Dot Day
A week of period-positive WhatsApp + IVR campaigning, on Menstrual Hygiene Day (28 May).
Daughters' Day
One conversation between mothers and daughters that most families never have. We make it easier.
International Day of the Girl Child
Adolescents are 1.2× more likely to drop out of school over period stigma than over school fees. We work the right lever.