Toward sustainability in menstrual health: analyzing the notions promoted by Instagram advertisements

In this study the authors examine how health communication promotes sustainable menstrual products in India, where low awareness and stigma hinder their use. In the context of women’s health, media plays a key role in shaping public perception, disseminating health information, and introducing menstrual care innovations. While traditional media predominantly advertises single-use menstrual products and often reinforces negative stereotypes about menstruation, social media platforms offer a new space to challenge these norms. We contributes to menstrual stigma theory by examining how stigma manifests within digital advertising platforms. We explores how Instagram influences Indian youth in adopting sustainable menstrual products. A thematic analysis of ads from leading Indian brands promoting reusable cups and pads reveals three key strategies: educating consumers, debunking myths, and using social media trends to boost visibility. Our findings underscore social media’s role in advancing sustainable menstrual health and improving outcomes for women in India.