No Period Drama With Lifetime

Outreach initiative aimed at addressing period poverty

Lifetime (DStv131), in partnership with South African based NGO Ashraful Aid, has launched a project aimed at helping ease the burden of period poverty experienced by thousands of women and schoolgirls across South Africa.

“Sanitary products are expensive, and due to the high rate of poverty in our country thousands of young women suffer extensively every month and many girls are forced to stay home from school simply because they cannot afford sanitary products. Through this campaign, for the price of a snack, you can help a girl child ensure that her schooling doesn’t have to stop when her period starts,” explains Nazarene Khan, Regional Manager of A+E Networks Africa.

Each period hygiene box costs just R50 and contains sanitary pads, a bar of soap, a facecloth, hand sanitiser, wet wipes, a face mask, and underarm roll-on.

“Women and schoolgirls have always been subjected to structural disadvantages in society and these have been exacerbated by the coronavirus pandemic. The items in the sanitary packs are essential to the health and wellbeing of vulnerable women and girls and will undoubtedly help ease the burden of period poverty,” says Ashraful Aid Executive Director, Suhail Wadee.

All funds raised will go towards the period hygiene boxes which will be distributed to underprivileged women and girls who cannot afford sanitary products.

Lifetime, a vibrant female-focused entertainment channel, doesn’t include period dramas as part of its programming line-up. In keeping with the channel’s innate edginess, Lifetime has taken a creative approach to the very serious issue of period poverty by playing on the words ‘Lifetime doesn’t do period drama, and neither should our schoolgirls’. It is hoped that this original campaign will destigmatise conversations around periods.

Help Lifetime support women and girls experiencing period poverty by donating today. Visit and click on donate today and use the reference LIFETIME 131.

By Andrew Germishuys

Founder of SAMDB, Andrew has worked full time in the film industry since the early 2000's. He has trained as an actor, completing his LAMDA Gold Medal, and attending many courses in Cape Town acting studios, with masterclasses with some of the international industries top directors, producers and filmmakers. Working as an actor and armourer in the film and television industry have given Andrew a great balance of skills across the board when it comes to the entertainment industry. Catch him on Twitter: Instagram: IMDb: