MIA Reaffirms Its Commitment to Menstrual Health on World Menstrual Hygiene Day
23 Jun 2025
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.
Riaya Industries and Mia Honored at Les Impériales 2026
Riaya Industries is proud to announce that its leading feminine care brand, Mia, has been awarded Best TV, Offline & Online Campaign at Les Impériales 2026 for its powerful campaign “Serna Hdya / Womanhood is a Gift.”
This recognition marks an important milestone for both Mia and Riaya Industries, celebrating a campaign that goes beyond traditional marketing to create meaningful social impact.
More than a communication campaign, Womanhood is a Gift reflects Riaya Industries’ commitment to building Brands that are deeply connected to consumers’ realities and aspirations, while contributing positively to societal conversations.
For generations, a girl’s first period in Morocco was experienced in silence, often unspoken, yet deeply lived. With Mia, we chose to reframe that moment with dignity, warmth, and meaning.
Not by disrupting culture, but by listening to it. By honoring memory, transmission, and the powerful intergenerational bonds that have always existed between Moroccan women.
Because the most meaningful brands do not simply sell products, they shift something slowly, softly :
– They shape conversations.
– They shift perceptions.
– And over time, they contribute to moving society forward.
This recognition feels especially meaningful. It reinforces a conviction we deeply believe in at Riaya Industries: when marketing is built on insight, consistency, and cultural relevance, it can create lasting impact. This is the kind of work worth doing.
This award recognizes the vision, creativity, and dedication of all the teams that contributed to bringing this campaign to life.
Recommended by Pediatricians: Dalaa Strengthens Its Commitment to Moroccan Motherhood
The Moroccan baby diaper brand Dalaa has reached a significant new milestone: it is now officially recommended by pediatricians, following the endorsement of the Casablanca Association of Private Pediatricians (ACPP).
This recognition was granted after a thorough audit conducted in December 2024 by the ACPP’s scientific committee, led by the internationally renowned pediatrician Dr. Moulay Said Afif, also a member of the National Vaccination Commission and President of the Moroccan Society of Medical Sciences.
“As part of our audit activities, we visited the production facilities of Riaya Industries with members of the ACPP committee. We carefully reviewed the entire manufacturing and quality control processes of Dalaa baby diapers, which we now recommend unanimously,” stated Dr. Afif.
For Mr. Soufiane Badaa, General Manager of Riaya Industries, this endorsement is both a validation of the brand’s long-standing pursuit of excellence and a springboard for a new phase focused on innovation and performance.
“This label strengthens our confidence and deepens our commitment as a Moroccan brand, one that will always remain true to its origins,” he added.
Since its launch in 2008, Dalaa has grown into a national success story, widely recognized as a leader in the baby diaper market. For over 14 years, Moroccan mothers have consistently voted Dalaa as the number one baby diaper brand, and in 2024, it was named Product of the Year.
Through a partnership with the Ministry of Health, Dalaa plays an active role in educating and supporting new mothers across Morocco, from public hospitals to local health centers.
Certified for Quality (ISO 9001 2015), Safety (ISO 45001 2018), and Environmental Standards (ISO 14001 2015), Dalaa is also labeled “Excellent” by dermatology experts in Germany.
With this latest recognition from the pediatric medical community, **Dalaa continues to affirm its role as a trusted partner for Moroccan mothers, proudly supporting what we call the “Oumouma Maghribia,” Moroccan motherhood.