Dubai, United Arab Emirates – April 2025: In a category-first initiative, Nana and Saatchi & Saatchi Middle East have launched “Ruby Blooms”, the world’s first sensory guidebook created to help young girls on the autism spectrum understand menstruation in a way that meets their unique sensory needs.
Period education often falls short when it comes to neurodivergent audiences. For autistic girls, conventional approaches — typically reliant on verbal or clinical explanations — can trigger anxiety and sensory overload. “Ruby Blooms” offers an entirely new model: a tactile, calming, sensory-led experience that prepares girls for menstruation through gradual, intuitive engagement.
The collaboration between Nana and Saatchi & Saatchi Middle East focused on designing each page to mimic the real-life sensory elements girls encounter when they get their period — the texture of pads, the rustling sound of the wrapper, the distinct smell of blood. Every detail, from color palettes to material choices, was tested and refined to help reduce the shock of the unknown and replace it with familiarity and confidence.
Speaking on the launch, Sebastien Boutebel, Chief Creative Officer, Saatchi & Saatchi ME said: “True inclusivity in brand communication doesn’t come from talking to everyone the same way — it comes from listening, adapting, and designing differently. ‘Ruby Blooms’ is a great example of what happens when empathy is built into the creative process right from the start.”
Dr. Rama Kanj, autism specialist who supported the initiative, added “Periods are already a significant emotional and physical milestone. For girls on the spectrum, the sensory impact can be profound. ‘Ruby Blooms’ is carefully designed to empower these young girls and provide their families with essential, tailored support.”
Michelle Karaa, Regional Marketing Manager MEA at Essity, commented,“Periods are never just periods, especially in a region where such topics are still considered taboo. Our mission has always been about breaking taboos and making periods easier for all women, without exception. This initiative ensures that young girls on the spectrum receive the education and support they deserve, tailored specifically to their needs.”
The project marks a bold move for a hygiene brand in the Middle East, tackling both menstrual stigma and accessibility in one thoughtful piece of communication.
“Ruby Blooms” was launched in physical format, distributed via specialist schools and clinics across the UAE, and supported by direct engagement with parents and educators.
