Sanitary pads are wrapped in newspapers in India to prevent them from being seen. Owing to this, young girls grow up believing that periods are inauspicious, something that needs to be hidden. McKinsey Design takes a step towards helping these girls build a positive perception with periods from a young age. They do so by replacing the newspapers at medical stores with gift wrapping paper. A wrapped gift always gets kids excited about what’s inside. Not being ashamed of it from an early age will help them shape a future where pads don’t need to be wrapped at all.