Creating a Menstrual Health Guide for Teens in India
In 2021, as the world began adjusting to post-pandemic life, Nua set out to reach a critical new audience: teenagers navigating the early stages of menstruation. As a femtech brand committed to safe, science-backed menstrual wellness, we knew that earning the trust of young girls—and their parents—required more than just showcasing products. It meant filling a much deeper gap: accessible, stigma-free education.
With this in mind, we created Nua Flow—a thoughtful, age-appropriate guide designed to make menstrual health simple, relatable, and empowering. This article breaks down how I approached the project, structured the content, and positioned Nua Flow as a lead magnet.
The challenge
Nua already had a strong presence among adult women. But connecting with teenagers was a different story.
There were a few clear challenges:
Periods are still treated as a taboo in many parts of India. Most teenagers grow up without open conversations about menstrual health.
Buying menstrual products felt uncomfortable — whether online or offline — because of the social stigma.
Teenagers weren’t always the buyers. Parents, teachers, or older siblings often made the purchase decisions.
Nua’s products are priced higher than typical brands like Whisper or Stayfree. While the quality was better, we had to first build enough trust for people to see the value.
Our internal targets for the project were:
150 downloads of the guide within the first month
10% lead capture from those downloads
Beyond the numbers, the bigger goal was simple: Make Nua a brand that teenage girls — and the adults around them — could trust when it came to menstrual health.
The Solution
Part 1: The Strategy
When we set out to create Nua Flow, I knew that the first step was to select the right format for reaching teenagers—something that was both educational and easy to engage with. After considering several options, I chose a guide format for a few key reasons:
Privacy and Comfort: Teenagers, especially in India, often shy away from public learning formats when it comes to something as personal as menstruation. A guide would give them the privacy they needed to explore this topic on their own terms, without feeling self-conscious.
Easy to Share and Save: The guide format made it easy for teens to download, save, and even share with friends or parents. This accessibility and low-pressure format made it feel like a more comfortable, personal experience compared to a webinar or video.
Sustainability: I knew that a guide could be repurposed for other campaigns, making it a long-term asset for Nua. This gave us the opportunity to use it beyond just this project and continue to add value to our audience over time.
Planning the Content
The next crucial step was crafting the content of the guide itself. My goal was to balance educational information with a relatable, engaging approach that would speak to teenagers while building trust. Here's how I went about it:
Research and Collaboration: To ensure the guide was both accurate and relatable, I dove into extensive research. I wanted to make sure the content addressed the key concerns of teens, so I:
Conducted surveys to understand the most common questions and misconceptions around menstruation.
Worked closely with gynecologists and wellness experts to ensure medical accuracy while ensuring that the language would be accessible and non-intimidating.
Reviewed existing content on the topic to identify gaps and areas where Nua could add value.
Crafting the Topics: Based on my research and expert collaboration, I selected a mix of topics that would be both informative and engaging for teenagers:
Anatomy & Cycle Tracking: Basic yet essential information to help teens understand their own bodies.
Hygiene & Myths: Practical advice for navigating menstruation and debunking common myths.
Empowerment: Focusing on positive, age-appropriate ways to view menstruation—not as a burden, but as a natural, empowering part of life.
Balanced Approach: The guide wasn’t purely educational—it also subtly integrated Nua’s products without feeling like a hard sell. I made sure that product mentions were helpful suggestions placed naturally at the end, after the educational content had been absorbed.
Part 2: The Execution
Once the strategy was in place, it was time to execute and bring Nua Flow to life. This involved fine-tuning the tone of the writing, working on the design, and finding ways to connect the content back to Nua’s products in a subtle, non-salesy way.
Tone and Writing Style
Creating a friendly, empowering tone was paramount. I wanted the guide to feel like a helpful, approachable companion—something that teen girls could turn to with confidence.
Friendly, Not Preachy: The writing had to be warm, understanding, and approachable. We didn’t want to lecture or preach; instead, I aimed for a tone that felt like a supportive friend.
Simple and Clear Language: The language needed to be simple enough for teenagers to understand without feeling overwhelmed. Avoiding jargon was key.
Empowering but Age-Appropriate: While we wanted to be empowering, it was important to keep the messaging age-appropriate, ensuring that the guide wasn’t too complex or condescending.
Design and Visuals
Design was just as important as the content—especially for a younger audience. I worked closely with our design team to ensure the guide was visually appealing without feeling too "medical" or clinical.
Colorful, Light, and Engaging: We chose a vibrant, soothing color palette to make the guide visually inviting. Soft, pastel colors helped create a calm, welcoming atmosphere.
Non-Medical Look: The design was intentionally non-medical—no intimidating graphs or charts. Instead, we used illustrations and playful typography to make the guide feel like a fun, interactive resource.
Here’s a preview of the guide’s design layout. You can see how we combined clear, readable text with soothing visuals to make the content both accessible and engaging.
We introduced animated characters like Elvis to bring a personalised touch to the content. Image source: Nua Flow
We also maintained Nua's brand colours to ensure alignment with brand guidelines. Image source: Nua Flow
Nua’s Brand Values Without the Hard Sell
Though we didn’t directly mention Nua’s products, the guide still reflected the brand’s core values—quality, empathy, and education. We knew that creating a valuable resource that aligned with Nua’s commitment to menstrual wellness would naturally build brand trust.
Subtle Brand Messaging: Instead of focusing on products, the guide highlighted Nua’s philosophy of making menstrual health information accessible, relatable, and stigma-free. This approach allowed us to position Nua as a brand that truly cares about the well-being of its audience, without pushing products on them.
Engagement Through Education: By focusing on providing valuable, trustworthy content, we built credibility with our audience. This trust would naturally lead them to explore Nua’s offerings in the future, as they recognized the brand as a helpful, informative companion.
We incorporated Nua's products subtly into the designs or images without mentioning it. Image source: Nua Flow
Curious to explore more of Nua Flow’s guides?
Head over to the Nua Flow page to check out the full collection of easy-to-understand, stigma-free guides designed to empower teens with knowledge about their menstrual health.
Blog: Benefits of aromatherapy for period symptoms
Drawing from the growing interest in natural, non-invasive period care, I created this blog for Nua to explore the benefits of aromatherapy and essential oils in easing PMS symptoms—particularly mood swings.
The article unpacks how essential oils influence the brain’s limbic system to promote emotional balance. To lend expert insight, I interviewed aromatherapy specialist Sheetal Wathodkar, ensuring the content remained both credible and relatable.
As part of Nua’s ongoing initiative to create thoughtful, sustainable period care, I wrote this blog to introduce readers to Cramp Comfort—a self-heating patch designed to relieve period cramps—and to highlight its eco-conscious disposal methods.
I worked closely with Nua’s product team to understand the natural ingredients used in the patch and the three sustainable ways it can be disposed of—from fertilising plants to responsible waste segregation. The article balances product education with environmental awareness.
Real Stories: Interview with environmentalist, Cara Tejpal
As part of Nua’s ongoing awareness campaign focused on breaking period taboos, I interviewed wildlife conservationist Cara Tejpal to explore how menstruation intersects with her fieldwork in remote and often challenging natural environments.
In this piece, I aimed to highlight the realities of managing periods while working in the wild—from limited access to sanitary products to the emotional and physical toll of long expeditions.
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