In the crit I explained:
the concept - how we are opening up a conversation about trans men and non binary people having a period, as the subject is not talked about often enough.
tagline - the tagline is more talk, less shame and is taken from an article I found in research of a trans man writing about his experiences with periods.
campaign - the imagery, as well as the colour choices and use of trans/ non binary models
badges - how we decided to create badges, in the photos some of the models wore badges stating their pronouns.
questionnaire feedback - I talked about how the respondents made clear that they thought that sanitary products and marketing is very feminine, the use of gendered language excludes them and how the marketing shouldn't include/be targeted towards anyone in particular, the packaging should just state what it is and what it is used for.
packaging - how packaging is our next step.
For the packaging, I was asked how Emma and I are going to make it clear that the packaging is linked to the campaign. We thought we would do this through the same colours, and typefaces, as well as including the logo (the case for her). In initial brainstorming around the packaging design and what we could include, we thought that we could include quotes from trans people etc. However, considering that in the questionnaire feedback people felt that the product should be very simplistic and just state what the product is, and not include people, Dom felt as if including quotes within the design would involve people, therefore go against the advice given by respondents.
We struggled to find people who would be willing to model for the shoot, but managed to find a good range and number of people in the end, and Amber was very impressed with our shoot and final campaign. Other feedback was that we had a very strong, driven concept and our campaign is effective in opening a conversation up which is what we intended.
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