Up Yours

The bolder approach with period poverty

Brief

Create a campaign that destigmatizes the conversation about menstrual health

Solution

Eliminate the soft pastels and florals that have defined femininity in menstrual products and replace it with bold, unapologetic and loud messaging to keep the conversation about period poverty going

The packaging relies on humour, confrontation and a tongue in cheek tone of voice to effectively explain what the product is while being informative.

The varying weight and scale of the type is drawn from varying period flows and intensity.

Firefly_Gemini Flash_a woman wearing a loose yellow tshirt and black underwear holding the