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Period Poverty Awareness Campaign
Don't Look Away

Our Vision

We believe that by creating a dialogue between parents and teens and teens to-be, we can achieve a healthy relationship and a positive social impact.

Why Menstrual Health?


  • Girls deserve good guidance during their transition to womanhood

  • The society is influenced by fake or wrong information and myths; it is dominated by period shame and taboos around menstruation

  • Parents need to be empowered and prepared to talk to their teenage children, girls and boys alike

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Phase 2

The Art Collection

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Don't Look Away
Curated by Azza ElHassan

Elhassan is a strategist, cultural consultant and advocate for culture and arts with over 10 years of professional experience in culturally driven nonprofits as well as private institutions. With interest in technology, social behaviors and research she is the Knowledge Director and Co-Founder of Silverline.


Azza has worked with a variety of creatives in conceptualization and development of creative works across the creative industries with the British Council and Nuqat. During her time with the Contemporary Art Platform in Kuwait, her operational and some curatorial support has been extended to materialize Hani Zurob’s Zeft exhibition (2017), Ghada Al Kandari’s Until (2017), Jad ElKhoury’s Road to Black (2017) and Taghreed Darghouth’s Ain’t Nowhere to Hide (2017). 


Azza’s first curatorial debut is Toofoola’s Mission Driven NFT Auction; originating from a socially conscious incentive the work aims to empower artists and charitable organizations to visualize and create tangible impact on period poverty and the menstrual experience.

Watch the full interview on  

  • YouTube

Phase 1



Raise menstrual period awareness among parents of teens through an integrated engagement campaign

Phase 2

Under Process

Mission Driven NFT

The Proceeds of the sales of the artwork will go into a fund. An open call for charities and initiatives will be announced in order to fund the best ideas presented by those entities

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Phase 3

Coming Soon

VR educational content will be produced to be used by all teens.

In partnership with


Phase 1 | Awareness Campaign Achievements

Menstrual period Awareness Video

We have collaborated with different entities, NGO's and professionals to create a video unifying our voice in breaking myths and taboos and raising awareness about the menstrual period.

Phase 1
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