Laurier and SALVO challenge period pain stigma with “Permission To Relax” campaign
Laurier’s Waktunya Relax (Permission To Relax) campaign was created by SALVO in response to Indonesia’s hustle culture and stigma around menstruation, issues many women end up internalizing.
Although Indonesia legally recognizes menstrual leave, social norms often create friction. Many women feel reluctant to ask for a break, worried they may appear weak or unprofessional. Laurier’s new campaign places this cultural tension at the forefront, encouraging a realistic and honest conversation about what women actually experience during heavy-flow days.
“Our strategy team found that 9 out of 10 Indonesian women experience severe period pain, yet many still force themselves to stay productive, downplay their pain, and feel guilty about resting,” said Rani Julinda, Sr. Strategist of SALVO.
Khalila Meutia, Senior Copywriter of SALVO, said: “With a team mostly made up of women who sometimes also push themselves too hard, we developed a “Surat Izin Menstruasi” as a reminder for women to slow down and listen to their bodies. Because rest should be seen as a need, not a weakness.”
The response was amazing. It sparked organic conversations across social platforms, and women everywhere felt seen and supported. The campaign also caught media attention, bringing the topic of menstrual leave into the spotlight.
“We’re really happy the campaign helped highlight an issue that hasn’t received enough attention in Indonesia,” added Meutia.
Credits
Agency: SALVO
CEO: Christmartin Hanandito Satrio
CBO: Kevin Hendy Prasetyo
COO: Muhammad Raditya Nurhawanto
CCO: Max Roza Natadjaya
Creative Group Head: David Eltino
Senior Art Director: Azmil Ibrahim Aziz
Senior Copywriter: Khalila Meutia Said
Copywriter: Monica Ihut
Graphic Designer: Dian Fitri
Strategic planning: Azka Mufti, Ezrani Julinda
Group Account Director: Reza Langi
Account Management team: Prisilla Sumayku, Nesya Ajani, Azmil M
Digital team: Moza, Greta
Production team: Ivanisevic Hanuraiga
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