Nana, a brand of Essity – a global, leading hygiene and health company, has teamed up with Saatchi & Saatchi Middle East to launch “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. Traditional periods education often relies on verbal or clinical explanations, which can cause sensory overload and anxiety for neurodivergent girls.

 “Ruby Blooms” uses real-life sensory elements such as the texture of pads, sounds of wrappers, and the scent of menstrual blood to prepare girls gradually and intuitively for menstruation. It has been distributed through specialist schools and clinics across the UAE. The initiative also involves direct engagement with parents, caregivers, and educators to ensure effective support and education. This project not only breaks menstrual stigma but also sets a new standard for inclusive and sensory-aware education in the region

“Ruby Blooms” features engaging pages designed to resonate with individuals with autism, employing varied textures, soothing colors, and simplified illustrations to introduce and acclimate girls to different aspects of menstruation.

Each element is purposefully crafted to ease the transition into this new phase of life, addressing the distinct smells, textures, and sounds associated with periods in a gentle and supportive manner.

Khaleej Times spoke with British residents in UAE, Eimear Reece and her daughter, Una, who is on the autism spectrum, about their experiences with the book.

Eimear said, “Even though Una got her hands on the book after she already had her period, as she is now 17 years old, it’s still her favorite.”

She expressed the challenges faced by parents in finding appropriate resources to discuss menstruation with daughters who have autism, saying: “We started early as every parent does, but having books like this specifically for autistic children would make the conversation much easier.”

Una shared her thoughts on the sensory experiences of menstruation, noting, “The most difficult thing for me is the texture.” She said that while her parents had explained menstruation to her earlier, the book will help girls to understand things gradually, making the process less overwhelming.

Both Eimear and Una expressed hope that “Ruby Blooms” reaches every parent with daughters who have autism, emphasising the need for more initiatives that cater to the unique challenges faced by these families.

 Dr Rama Kanj, a renowned autism specialist involved in the project, said, “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, remarked, “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.”

This guidebook represents a major development in menstrual health education and inclusivity, since it attempts to not only educate but also help comfort and transform the period journey for young girls with autism and their families.