Branding & Identity Design / Art Direction
For half of the population, menstruation is a given; access to the right products is not. Every year, 1 in 4 women in the US struggle to come up with the money to pay for menstrual products.
Our audience of privileged menstruators aren’t aware of the realities of period poverty because they haven’t had to experience it themselves.
PERIOD is fighting to end period poverty and the period stigma. We believe that menstrual hygiene is a right, not a privilege -- that every person should be able to discover and reach their full potential, regardless of a natural need. Lack of access to menstrual products can create a barrier to equal opportunity in education -- even causing students with periods to miss or be late to class, or feel anxious about their period care.
We want to introduce privileged menstruators to the harsh reality of period poverty.
By creating a campaign for what looks like the hippest new period products brand, dottie, we are creating awareness around everyday period poverty.
Out-of-home and Instagram ads feature beautiful hero images of these makeshift period products that are normally kept secret.
Upon further inspection, people will understand the true message of the ads: These unhygienic alternatives are the norm for many menstruators right here in the United States.
CALLING TO ACTION THE PRIVILEGED MENSTRUATORS
Through targeted social ads, privileged menstruaters are called to action.
By bringing them to the branded e-commerce site, still mimicking the look and feel of an Internet-first brand, one is prompted to donate to period.org to cover the cycle of a person in need.
While the website functions as a donation hub, it is also a place to find more resources, and to educate oneself on the topic of period poverty.
MY ROLE: Identity and branding design, Art Direction across all physical campaign applications, photography.