While menstruation is part of everyday life, conversations about menstrual health are less common. Heavy menstrual bleeding (HMB), pain and fatigue can affect students’ ability to attend classes, complete assessments and take part in daily activities. Research among students at the University of the Free State (UFS) has highlighted how common HMB is and how often students do not recognise it as something that may require medical attention.
These findings underpin We TALK. Period. – a university-wide menstrual health awareness campaign that encourages open, informed conversations about menstruation and menstrual health. The campaign brings together research, healthcare and students’ experiences to improve menstrual health literacy, challenge misinformation and encourage students to seek appropriate care.
“Heavy menstrual bleeding is still widely treated as something to manage quietly rather than as a legitimate health issue worth investigating,” says Dr Claire Armour, Head of Research and Development at the School of Clinical Medicine. “That normalisation means students often live with heavy bleeding, pain or fatigue for years without ever raising it with a healthcare provider, simply because they assume it’s ‘just how periods are’.”
What the campaign means
The campaign takes its name from four areas that spell out the word “talk”:
- T – Test and Treat: Focusing on heavy menstrual bleeding, iron deficiency and anaemia, and encouraging students to understand their symptoms and seek appropriate care
- A – Awareness and Advocacy: Improving menstrual health knowledge, reducing stigma and encouraging open conversations about menstrual health
- L – Listening to Lived Experience: Bringing students’ experiences into the conversation alongside research and clinical knowledge
- K – Knowledge into Action: Translating evidence into better care, policy and practice, while helping menstruators make informed decisions about their health
The campaign draws on research conducted among University students, including the ‘She Bleeds’ UFS study, a cross-sectional online survey of 906 female students conducted across all three UFS campuses in February and March this year. Led by a research team spanning clinical medicine, biomedical sciences and sociology, the study examined the prevalence of heavy menstrual bleeding and its consequences. It was prompted by findings from an earlier, unrelated blood donation survey, where more than a quarter of female respondents reported symptoms consistent with heavy menstrual bleeding.
The findings point to a significant gap in recognising when menstrual symptoms need attention. A total of 54.7% of participants met the criteria for HMB, which was strongly associated with missing classes or assessments, avoiding routine activities and feelings of weakness. Yet only 47.9% of students with HMB had ever sought medical care, mainly because they had normalised the symptoms. This was despite 83% saying they would be comfortable discussing HMB with a healthcare provider.
Nearly half waited more than a year to seek care for HMB, while more than a quarter waited more than five years. For those who did seek help, only 40.6% felt their concerns were taken seriously, while 47.4% said their symptoms were also normalised by a healthcare provider.
Dr Armour says the findings show that the issue is not necessarily a lack of willingness to talk, but a lack of recognition that something may be wrong in the first place.
“This is exactly the barrier We TALK. Period. is designed to chip away at, one honest conversation at a time,” she says.
The campaign also builds on a 2024 UFS student survey on menstruation and menstrual product awareness. Although the sample was not representative of the student population,
Prof Katinka de Wet, Associate Professor in the Department of Sociology, says the findings provided insight into changing perceptions around menstruation.
Students did not identify stigma as a major issue, which Prof De Wet says may reflect a broader shift towards viewing menstruation as a normal experience. She points to the growing field of critical menstrual studies, which focuses on understanding menstruation through people’s experiences.
At the same time, students continue to face practical challenges related to menstrual products, sanitation facilities, severe pain, discomfort and anxiety.
“Students still struggle with a lot of issues that could be addressed when it comes to making menstruation less burdensome,” Prof De Wet says, adding that listening to their experiences can help address misinformation and improve conditions for them.
“Understanding the experiences of menstruators on campus works towards eroding misinformation, stigma and shaming, and facilitating improved conditions to make this inevitable phenomenon more bearable,” she says.
The campaign also encourages students to recognise that not every symptom needs to be accepted as simply part of having a period. Prof De Wet says some symptoms can be treated, and encourages students to speak to healthcare workers about their experiences.
The campaign invites students, staff, men, researchers, healthcare professionals and allies into the conversation.
“It is also an invitation for everyone to talk about it – not solely those who menstruate,” Prof De Wet says.
Campaign activation
Date: Friday, 21 August 2026
Time: 10:00 to 14:00
Venue: Thakaneng Bridge, Bloemfontein Campus
Activities: Interactive awareness stalls, educational exhibits, student engagement activities, and a panel discussion featuring researchers, health professionals and students