Myriam Sidibe

Let's just get that straight.

But we've seen what can be done when unlikely allies do step up.

And when brands do align with their consumer to try to shift something and change norms, real things just change.

Change happens right there and then, because you're not just selling a product.

Our playbook has worked across the world, and here's something else that we've learned in the process.

A mission isn't what one brand can and should do alone.

A mission is what none of us can do alone.

Let me now introduce you to someone very brave and close to my heart.

Her name is Fatima.

She's 15, smart, brave, curious.

She's a voice, and she's built through a radical collaboration between local partners and AI.

She represents millions of girls.

Girls who miss school every month because of their periods.

Girls who navigate and hide in shame and stigma and sometimes violence.

Girls who, in the most desperate moment, will trade sex for pads.

Yes, it happens.

And yes, it's preventable.

Now, we've gathered hundreds of stories across Africa in their own languages and soon the world.

And what Fatima does is that she synthesizes their voice, not to speak for them, but to speak with them and tell us what they want, which is mental health support, contraceptive access, indignity, creative freedom, leadership skills, safe places to dream and grow and learn.

Now, these stories are not just emotional, they're systemic.