Laurier and Salvo push menstrual leave into the mainstream with 'Surat izin menstruasi'

Feminine hygiene brand Laurier has partnered with independent creative agency Salvo to launch “Surat izin menstruasi” (Menstruation leave note), a campaign designed to normalise taking time off during heavy-flow days and to dismantle stigma around menstrual pain in Indonesia.

The idea followed a structured mix of quantitative and qualitative research among women within Laurier’s target range, alongside extensive social listening. “The insight is this: the body is actually asking for rest, but stigma says no - and that creates pressure from within,” the team said. They found that many women continue working through severe discomfort, often because menstrual pain is dismissed in society and “an excessive work culture makes rest look like a sign of laziness or weakness.”

The agency concluded that the campaign needed to remind women to recognise what their bodies are signalling. “From that insight, we want to remind women to listen to their bodies during heavy flow, understand that their bodies need rest, and not force themselves to be constantly productive.”

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To bring the issue into mainstream dialogue, Salvo chose a format deeply embedded in Indonesian bureaucracy: the permission letter. The campaign’s core objective was behaviour-led rather than purely awareness-driven.

Built around the tagline #WaktunyaRelax, the campaign unfolded in three phases. Phase one focused on making menstrual pain visible through pop-art-style illustrations, produced with young illustrator Dila (@adilaam). The team wanted visual impact without explicit depictions. A series of illustrations, profile pictures, and WhatsApp stickers helped shape early awareness.

Phase two introduced the formal “Surat izin menstruasi” itself. “In terms of copywriting, we also made it slightly stiff like a formal letter so that it really feels like a permission note,” the team explained. The letter served as a symbolic push for women to legitimise rest for their own wellbeing. Phase three extended the message through influencers, each amplifying the concept to their respective audiences.

The campaign gained significant traction on X (formerly Twitter). Public conversations revealed that many workplaces still do not grant menstrual leave, and social pressure leaves women feeling hesitant to rest. Yet the discussions also spotlighted solidarity among women online.

Despite the virality, the team stressed that the surge in attention was entirely organic and not something they had planned for, particularly as the campaign debuted at a moment when national conversation was dominated by a major football match.

Looking ahead, Salvo signals appetite for a larger, more impactful version of the campaign. “We hope to take the campaign to the next level - whether through stronger execution or expanded media channels - to ensure the movement gains real momentum and delivers meaningful impact for even more women.” 

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