L'Oréal: Girls United Digital Platform

Role: Creative Director and Animator

In Kenya, adolescent girls face significant barriers when it comes to managing menstruation, with long-term consequences for their education and future opportunities. On average, girls miss four school days each month due to menstruation, leading to a loss of 165 days of learning over four years of high school. The Kenya Demographic and Health Survey also highlights concerning statistics: 15% of adolescent girls have been pregnant, and nearly 20% marry before the age of 18.

For young girls aged 10 to 14, puberty represents a critical period, requiring specialized knowledge and support to navigate physical and emotional changes. However, in rural areas, many lack the education and resources to understand and manage these changes. 

To make matters more difficult, menstruation is still a taboo subject in many communities, leaving girls hesitant to ask questions or seek support.

Meet Virginia

We cast Brianna, a 12-year-old Kenyan actress, to play Virginia, the host of the series. Brianna, a relatable figure for the target audience, brought authenticity and energy to the role, delivering the content with humor and clarity. Inspired by successful digital educators like Ms. Rachel, Brianna’s presentation style was lively, engaging, and approachable, crucial in addressing sensitive topics like menstruation with ease.

Visual Identity & Style Guide

To address the social stigma surrounding menstruation in Kenya, we took a very intentional approach to the visual identity of the educational series. Understanding that menstruation is a highly taboo topic, we wanted to ensure the visuals were approachable, engaging, and empowering for young girls, without reinforcing the biological discomfort often associated with such topics.

I collaborated with Toronto-based illustrator Liz Villate, and we developed a vibrant, colorful illustration style designed to break down the walls of embarrassment and encourage comfort in discussing menstruation. The use of bright colors, florals, and hand-drawn elements was a deliberate choice to soften the biological nature of the content to make it more relatable and “girlish.” We incorporated whimsical, handwritten typography to further infuse warmth and personality, creating a more inviting and approachable atmosphere.

The visuals were carefully crafted to feel educational yet not clinical, with playful, organic designs that made the topic feel natural rather than intimidating. This was essential in a context where conversations about menstruation are often silenced or shamed, and it ensured the girls watching the series felt empowered rather than alienated.

Impact & Outcomes

The series was delivered digitally via iPads with headphones, allowing girls to engage with the content in a private and comfortable setting, without the need for internet. This format put the girls in control of their learning experience, empowering them to access the information at their own pace, without fear of judgment.

The series has already reached 11,160 girls across 19 schools in Kenya. By providing essential education on menstruation, the video series is helping girls gain the knowledge and confidence to navigate their changing bodies, improving their school attendance and future prospects.

The success of the program has led to additional funding for future episodes from The Obama Foundation and The L’Oréal Fund for Women.

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Creative Approach

Initially, the client explored a fully animated series by sourcing quotes from animation studios. However, due to budget constraints, it became clear that this approach wasn’t feasible. Recognizing an opportunity to balance cost efficiency with high-impact content, I proposed a hybrid approach that combined live-action and animation.

To keep costs manageable while still delivering educational value, animated scenes were strategically used only when additional context or visual explanations were needed. This approach allowed us to maintain the educational integrity of the series while minimizing production costs, ensuring the nonprofit could make the most of its budget. It also gave the series a young, relatable spokesperson, Virginia, so that viewers could feel like the topics were being explained to them by a classmate or friend.