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Written by: JK Monitor News Network

Published: 29 April 2024

JAMMU: In the region of Jammu and Kashmir, where menstrual health is often considered taboo, Ujaas encountered unique hurdles as women and adolescents hesitated to seek information. These challenges were exacerbated by the area's remoteness and the limited presence of organizations focusing on awareness outreach. However, undeterred by these obstacles,  Ujaas undertook a mission to bridge these gaps and effect meaningful change.

As an initiative of Aditya Birla Education Trust, Ujaas marks a significant milestone in its dedication to promoting awareness of menstrual health and hygiene having travsed across nation to reach Jammu and Kashmir. Guided by the visionary leadership of Ms. Advaitesha Birla, the founder of Ujaas, the initiative is committed to fostering positive transformation and empowerment in Jammu.

Teaming up with esteemed local NGO partner SR Asia, Ujaas launched the inaugural phase of its engagement, targeting adolescent girls and women through various channels including local schools and communities. This strategic collaboration initiates a year-long campaign, signifying Ujaas' unwavering commitment to community engagement. Together, they strive to actively advocate awareness, challenge taboos, and facilitate constructive conversations surrounding menstrual health and hygiene across the region. During the campaign's first phase, the Ujaas team conducted age-appropriate awareness sessions on menstrual health and hygiene management, while also distributing sanitary napkins.

As part of this outreach, Ujaas will also collect critical data about the diverse cultures, practices, and beliefs surrounding menstruation in the state. This data will undergo thorough analysis to identify practical interventions and solutions, addressing the myths and stigmas associated with menstruation. As the year unfolds, the impact of this collaborative campaign is expected to be profound, leaving a lasting impression on the menstrual health landscape in Jammu and Kashmir and its various cities

The 'Ujaas Menstrual Health Express' is a unique initiative, the first of its kind in India, designed to cover 25 states and 107 cities, spanning over 27,000 kilometres travelled by road. At the heart of the initiative lies the specially designed Menstrual Health Express Van that will navigate diverse regions and communities, engaging with local NGOs to gain insights into the rich tapestry of cultures, practices, and beliefs surrounding menstruation.

In collaboration with local NGOs, the initiative aims to distribute over 250,000 menstrual pads nationwide as part of its comprehensive campaign - reflecting Ujaas' unwavering commitment to addressing menstrual health challenges, empowering women, and creating a positive impact within communities.

Speaking about the initiative, Ms. Advaitesha Birla, Founder of Ujaas emphasised, "The Ujaas Menstrual Health Express is not just a van; it is a symbol of change, breaking barriers, and fostering a society where menstrual health is a right, not a taboo. We are very excited to run this initiative in Jammu and Kashmir where the interventions are much needed. We have reached out to schools and local communities driving awareness for menstrual health and hygiene through informative age appropriate awareness workshops delivered by trained professionals.

Ujaas invites the media, community leaders, and the public to join hands in supporting this transformative initiative and contribute towards building a society that is more informed, aware, and supportive of menstrual health and hygiene.