AYA nationwide initiative pioneers in addressing menstrual health and hygiene concerns

Fems, a leading feminine hygiene care brand owned by Hemas Consumer came to the fore in addressing the most pressing concerns related to menstrual health and hygiene in a groundbreaking, multi-partner awareness campaign which runs nationwide.

Fems “AYA”, a timely initiative aiming to educate women on menstrual health and hygiene and provide equal access to high quality napkins for every woman was launched in line with the International Women’s Day celebrations.  The launch event was graced by the Chief Guest Hon. Dr. Sudarshani Fernandopulle, State Minister of Primary Healthcare, Epidemics and COVID Disease Control.

Fems joined forces with the ARKA initiative, Dilmah’s Merrill J. Fernando Charitable Foundation, Sarvodaya Women’s Movement and Sarvodaya-Fusion to educate a wider audience of Sri Lankan women on menstrual health and iron out the long-held myths and misconceptions. While addressing the knowledge gap, this initiative intends to encourage women to use sanitary napkins as researches have found out that majority of menstruating women are non-users of sanitary napkins.

The Arka Initiative is an organization working on sexual and reproductive health issues in Sri Lanka. It is led by a group of young doctors, psychologists, lawyers and researchers. One of the main objectives of the Arka Initiative is to educate and equip young women with the necessary knowledge and tools they need, to ensure menstrual health and hygiene. The partnership with MJF Foundation enables Fems to educate more than 10,000 plantation residents, with the due support from the ARKA initiative. The Dilmah’s Merrill J. Fernando Charitable Foundation continuously engages in charitable initiatives to uplift the lives of Sri Lankans and extend support to various communities such as the students with special needs.  Fems intends to expand this awareness campaign to rural villages through Sarvodaya Women’s Movement which is a large network of women spread across the island. The Movement’s years of experience in tackling women’s issues and empowering women by uplifting their knowledge add the necessary momentum to drive this initiative forward. Sarvodaya-Fusion who works on ICT for development initiatives will be instrumental in conducting online awareness sessions on healthful living for women in this digital era.

Hon. Dr. Sudarshani Fernandopulle, State Minister of Primary Healthcare, Epidemics and COVID Disease Control, whose presence was a huge impetus for the event shared her thoughts. “I am proud to see a leading private sector company like Hemas stepping up to lead a social endeavor that bridges a long-felt knowledge gap together with organizations that share a similar interest.  This initiative will make further inroads to empower women which bodes well for the country as well as the economy. I take this opportunity to congratulate Hemas and the partner organizations to make this initiative a success.”

Alongside the nationwide initiative, Fems launched a new sanitary napkin aiming to equip Sri Lankan women with an affordable napkin solution.  Manufactured using a soft cotton top sheet to provide maximum comfort to the user, Fems Aya napkin will soon be available in the market for an affordable price.

Commenting during the launch, Executive Group CEO of Hemas Holdings, Kasturi Chellaraja Wilson said, “This is a timely initiative, as at present majority of women in Sri Lanka due to numerous reasons do not have access to sanitary napkins. Fems Aya initiative will address these concerns related to menstrual health, which prevent women from leading an active lifestyle, and reaching their true potential. As a socially responsible brand that focuses on promoting a healthful nation, Fems through its Fems Aya initiative will work towards creating awareness on menstrual health and hygiene, and empower women in all walks of life.”

Fems is a leading hygiene care brand manufactured and marketed by Hemas Consumer. The brand’s existing product range, accredited with dermatologically-tested and SLS certifications, has set itself apart as the most sought-after hygiene care brand among women of all ages.  Fems is dedicated to empower every Sri Lankan woman with its innovative products intended to provide the maximum comfort, thereby enabling the women to rise above with confidence. All Fems products are manufactured using high quality raw materials and are scientifically designed to provide comfort, protection and inner cleanliness.