Entering puberty is no picnic. SCA’s Libresse School Program informs Russian schoolgirls about the physiological and emotional changes that girls experience during puberty.
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Am I normal? Why does it feel like grown-ups never understand me? The Libresse School Program addresses the psychology of puberty.
The need for relevant information on puberty aimed at school girls is immense in Russia.
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How do I know that I’ve started puberty? When will I get my period? Why do I have hair under my arms? Puberty brings up a lot of new questions when your body – and your emotional state – changes.
SCA and its feminine care brand Libresse have a program that is aimed at teenage girls in Russian schools. This involves talking about the physiological and emotional changes that girls experience during puberty and shows the positive connection between hygiene, the right products and a good lifestyle.
“Programs of this kind only appeared quite recently here. Before, children could get information from women’s magazines, from their mothers or from girlfriends, but only in a piecemeal fashion,” says Olga Zvonkova, a Libresse marketing manager who helps administer the program.
“During Soviet times there were some lectures in anatomy courses that covered physiological aspects of puberty. There was nothing about psychology or intimate hygiene or sanitary protection products. Now the girls are given comprehensive information and practical advice, as well as samples that they can try, so that they can make informed choices for themselves,” says Zvonkova. “It fills an important need in Russia.”
The Libresse classes are very popular
The girls listen with keen interest and have a lot of questions afterwards. Following its launch in 2006, 600,000 girls aged 12 to 16 at more than 4,400 schools in Russian cities have already benefited from the opportunities that the program provides.
Sensitive subject in Russia
Zvonkova notes that the organizers are aware that this is a sensitive subject and that it must be handled with tact. For this reason, the talks are given by professional psychologists who have also undergone special training in presenting the program.
This sensitivity also concerns the response from schools, Zvonkova says. “Some schools are very keen on the idea of their children being informed about this subject and these products, while some are very negative, thinking that it’s just a marketing exercise. We always get the support of the local educational and health authorities, but the individual schools still have the right to refuse to take part. It’s our job to convince them that this really is an educational program comprising lessons about hygiene and how the girls can really look after themselves.”
Encouraging feedback
The feedback from the girls is very encouraging, Zvonkova says. “We regularly carry out research and the girls are overwhelmingly positive about the program. They tell us that this is a good thing, that they find it interesting and that it’s something that’s really needed.”
Text Tobin Auber Images Bildbyrån Silver Source SCA SENSE magazine 1/2010 More information Olga Zvonkova (olga.zvonkova @ sca.com)