Mobilizing anger and communication for equality. An analysis of Seeingred campaign about menstrual poverty
Abstract
This paper conducts an analysis of the international campaign #Seeingred, launched by the British organization Hey Girls to raise awareness about menstrual poverty, in order to help securing funds, and supporting women and girls in situations of health vulnerability. The study employs the framing theory as a tool for understanding the campaign’s role in social mobilization. The analysis shows a shift from patterns of emotional disgust and shame to approaches emphasizing dignity, and utilizing anger as a catalyst for activism, leading to the politicization of menstrual health.
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