Internal Collab - Rationale

The challenge set was to change the way the world thinks about menstruation issues and undo the social stigmas surrounding them. The ‘More Talk, Less Shame’ campaign aims to do this by opening up the conversation about periods while being inclusive to all who menstruate. 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. The accompanying packaging for sanitary products aims to include these individuals into the conversation. By removing the cis-female biased marketing and design that commonly surrounds period brands, the products are sold solely on their function, allowing afab transgender and non-binary individuals to purchase them without feeling alienated.