In celebration of World Menstrual Hygiene Day, observed annually on May 28, Mia, the 100% Moroccan feminine hygiene brand produced by Riaya Industries, has once again reaffirmed its commitment to combating menstrual precarity. Throughout May 2025, Mia led a series of impactful awareness and reproductive health education initiatives in collaboration with several partners, championing open conversations and access to hygiene products in a country where the usage rate of sanitary pads remains under 30%, one of the lowest in the region.
As part of this initiative, and supported by a strategic partnership between Riaya Industries and the Casablanca Settat Regional Academy of Education and Training, Mia launched a large-scale awareness campaign that reached nearly 100,000 middle school girls across the region. With the strong support of teaching staff, school health professionals, provincial education departments, school principals, and faculty members, Mia deployed medical, paramedical, logistical, and outreach teams across all 16 provinces and prefectures of Casablanca Settat.
In total, over 185 schools took part in the campaign. Educational workshops were delivered, providing safe spaces for students to ask questions, receive accurate information, and access menstrual hygiene solutions. Among the key outcomes of the campaign was the distribution of one million sanitary pads to girls across the region, a powerful step toward dignity and equity.
In parallel with these educational efforts, Mia also launched a major social solidarity initiative by partnering with SOS Children’s Villages Morocco. Under this program, for every Mia pack sold through a selected modern retail network, one pack is donated to a girl supported by the association. This model not only expands access but also enables loyal Mia customers to take part in the movement for change.
Additionally, Mia has extended its impact through its digital channels. For every interaction on its social media pages and those of its media partner Med Radio The brand donates an additional “media pack” to beneficiaries of SOS Children’s Villages.
Since its founding in 2017 by Riaya Industries, Mia has made it its mission to promote access to proper menstrual hygiene for all. This year’s efforts reinforce the brand’s long-standing commitment to education, empowerment, and social responsibility, building a future where no girl is left behind.
