Saatchi & Saatchi Middle East and Nana Launch “Ruby Blooms” — The World’s First Sensory Guidebook on Periods for Autistic Girls
Innovative print experience transforms period education through sensory-first design
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.
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.
