JOHANNESBURG – For thousands of South African girls, a menstrual cycle can mean missing school, skipping training sessions and, eventually, walking away from sport altogether.
Banyana Banyana and Stayfree hope to change that through the SAFA-powered Goals4Pads, a first-of-its-kind initiative that will donate 1,000 packs of sanitary pads for every goal scored by South Africa’s senior women’s national football team.
The campaign, unveiled last week as part of Stayfree’s partnership as the Official Sanitary Pad Sponsor of Banyana Banyana, aims to transform every goal into tangible support for girls and young women attending schools, football academies and community organisations across the country.
The initiative was officially activated following Banyana Banyana’s recent 1-0 victory over Japan, unlocking the first donation of 1,000 sanitary pad packs.
More than menstrual health: How period poverty is costing South African girls their sporting dreams
Research supports what coaches and development practitioners have long observed.
Menstrual-related challenges remain a significant factor behind girls disengaging from organised sport, with studies suggesting that as many as half of teenage girls stop participating because of symptoms, stigma or limited access to menstrual products.
(See National Library of Medicine PMC study: Sports and Menstrual Cycle)
For SAFA Head of Women’s Football Dawn Lubisi, addressing menstrual health is not only about dignity and wellbeing, but also about retaining talent and ensuring young girls can continue pursuing sporting aspirations.
“Imagine now if you’re trying to become a professional. Imagine now if you’re trying to compete at the highest level,” Lubisi said during the launch.
“Imagine now if you are just trying to make a dream for yourself, trying to achieve the dream and all of that, and you have to worry about the menstrual cycle on a monthly basis, not being able to afford it or not being able to actually use the right products and all of that. “
Lubisi explained that the campaign seeks to create excitement around women’s football while ensuring Banyana Banyana’s performances deliver meaningful grassroots impact.
The first beneficiaries have already been identified, but future recipients will not be selected behind closed doors.
Instead, players, fans, coaches, schools and community organisations will all be invited to nominate deserving beneficiaries after every Banyana Banyana match.
Sanitary pads belong in every woman footballer’s toolkit
For Astrid Stealey, Managing Director of Kenvue Sub-Saharan Africa, the partnership presents an opportunity to reshape conversations around women’s sport and recognise sanitary pads as an essential part of an athlete’s performance toolkit.
“Sportswomen and football players utilise products to really perform at their best,” Stealey said.
“There’s lots of chat among players in football and sports as a whole about the best boots to wear, the appropriate clothing, the right equipment for training and really smashing it on the pitch. But people aren’t talking about the right pads and what that means.”
“If you think about an elite sportswoman’s toolkit, pads have to be part of that. It’s a really important element.
“Reliable protection gives us confidence, and confidence allows us to perform. That’s why we were so excited about this partnership because it feels authentic and it feels right.
We’re not just scoring goals to win matches’ — how Banyana’s Goals 4 Pads changes lives
For Banyana Banyana head coach Dr Desiree Ellis, Goals 4 Pads represents one of the most meaningful partnerships ever associated with the senior women’s national team.
“I think today was a very historic day,” Ellis said.
“We always talk about women-focused brands coming on board as sponsors for our female senior football team, and today Kenvue and Stayfree came on board. It’s not just a sponsorship. It’s not just a partnership in terms of supporting Banyana Banyana, it’s a big partnership supporting the girl-child through the Goals 4 Pads initiative. It’s a really important initiative.”
Ellis said the campaign gives added significance to every goal scored by the African champions.
“We are not just going to be scoring goals to win matches; we are now doing it to give that young child who cannot afford basic products during a menstrual cycle the necessary sanitary pads.”
She believes the initiative could remove one of the barriers that continues to keep girls away from classrooms and playing fields.
“A young girl-child who misses out on school, who misses out on sport, will now be able to participate in all of those and be a regular at school,” Ellis said, adding:
“I think that is big for us in terms of making that difference in our communities because we all come from communities, whether we like it or not, and we all have to give back in some form.”
Ellis also highlighted the role supporters can play in ensuring the campaign reaches communities most in need.
“Fans are also going to play a role because they’re going to nominate either a school or an NGO. This is also an opportunity for fans to come and support us at WAFCON. The more fans, the merrier.”
Beyond the pitch: How Stayfree and SAFA are keeping girls in sport
Beyond the donations, the Stayfree Soccer Collective will lead community outreach activations at football clinics, schools and local leagues, while working alongside SAFA’s nationwide development programmes to encourage participation, retain girls in the game and help identify and nurture the next generation of Banyana Banyana talent.
As the reigning African champions prepare to defend their continental crown at the upcoming Women’s Africa Cup of Nations (WAFCON: July 25-August 25), every goal they score will now carry significance beyond football.
A strike into the top corner could mean sanitary pads arriving at a rural school.
A late winner might help a community football academy retain its most promising player.
And for a young girl wondering whether she belongs on the pitch, a Banyana Banyana goal could become one less reason to stop dreaming.
ALSO READ: Period shame and menstrual health: How dancer Bontle Modiselle overcame the silence around lacking access to sanitary pads
EMPOWERSA: Empowering South Africa is at the heart of what we do at NOWinSA. Here, we spotlight inspiring efforts we encounter whenever remarkable individuals, organisations and brands go above and beyond for this breathtaking nation!
