CRS has consistently been at the forefront of challenging prevailing social taboos by generating healthy discourse around sensitive but important issues. This commitment to breaking barriers was a key reason why Procter & Gamble (P&G) chose to partner with CRS in 2001. At the time, P&G faced the unique challenge of introducing its globally acclaimed sanitary napkins brand, ‘Always,’ to the Pakistani market, where the topic of women’s hygiene and menstruation was considered a big taboo.

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