Internal Collab - Pitch

The Challenge

Change the way the world thinks about menstruation issues and undo the social stigmas surrounding them.

The Solution

The topic of menstruation undeniably has a cisgender female bias, made evident through typical conceptions in every day conversations, as well as the marketing and design of period products. Due to this bias, assigned female at birth (afab) transgender and non-binary people are often not included when it comes to talking about periods. The ‘More Talk, Less Shame’ campaign and accompanying sanitary product packaging aims to open up the conversation about periods while being inclusive to all who menstruate. This change to current conversation will help to create more inclusivity and prevent alienation and gender dysphoria in these individuals.

Research

Primary and secondary research led to the insight that (afab) transgender and non-binary people are generally overlooked regarding periods and this extends to period products and their marketing. This research led to the decision to feature transgender men and non-binary models in the campaign to create a design which was inclusive to all who have periods.

Campaign: Posters

The campaign slogan ‘More Talk, Less Shame’ was derived from a quote; “If we openly talk about it, there’s less shame” taken from an article on periods written by a transgender man. The campaign features cisgender female, assigned female at birth (afab) transgender and non-binary models with pads placed over their mouths in place of tape. This imagery depicts how menstruation is a taboo subject, with afab transgender and non-binary individuals being the least likely audience to talk about their periods.

Campaign: Billboard

The design of the billboard aims to represent the diversity of the campaign featuring all of the cisgender, transgender and non binary models in one cohesive image.

Packaging

The packaging for sanitary products aims to fulfil the needs and wishes of the afab transgender and non-binary individuals interviewed during the research stage. By removing the typically ‘feminine’ design that commonly surrounds period brands, the products are sold solely on their function. This allows afab transgender and non-binary individuals to purchase necessary sanitary products without feeling alienated.

Summary

Our hope for this campaign is that it will instigate a change in people’s perceptions of periods. We hope that awareness of transgender and non-binary individuals experiencing menstruation will increase in order to dispel common misconceptions and create a more accepting society on the whole.

Design Boards: