ABOUT
The findings were evident: There is a mass amount of stigma and misconceptions surrounding periods which can be hugely damaging for women, especially girls, in many ways. In order to combat the bigger issues at hand such as period poverty, shaming rituals, and a lack of education we have to first normalize the conversation.
I noticed how women often keep their periods hidden and whisper the most basic of phrases, such as “do you have a tampon?” when in public or in front of men. I decided to chose the brand DAME. for this campaign because they share the same values and goals. I launched a guerrilla marketing campaign and put the conversation on display where it can’t be hidden and ignored. By surprising people with these “uncomfortable” phrases, it shows that these phrases are natural and should be considered normal to say in public.
DISPLAY ADS- CITIES
The main part of the campaign is to display phrases and conversation in major cities on places that can’t be ignored, pushing periods to be part of the conversation. Cities include London, Paris, New York City, Chicago, and Hollywood.
DISPLAY ADS- RIT
In order to test the campaign I decided to do a smaller implementation on the campus of the Rochester Institute of Technology. I placed three messages around campus along with a QR that led to a survey for feedback which you can access the results of at the bottom of the page.
DIGITAL ADS
Set of digital advertisements that feature beautiful and diverse body types, breaking the barrier on women’s bodies. It also features the campaign name and one of our campaign taglines.
DAME. SOCIAL MEDIA
For DAME’s social media I launched two series of posts that aimed to represent all women and girls and address their periods and the struggles that come with it.
Series one: Promotes different aspects of having a period. The posts support and normalize these different topics and will prompt the viewer to learn more on our website.
Series One: Promotes different aspects of having a period. The posts support and normalize these different topics and will prompt the viewer to learn more on our website.
Series One: Promotes different aspects of having a period. The posts support and normalize these different topics and will prompt the viewer to learn more on our website.
Series two: Presents the #Let’sTalk. photoshoot that promotes embracing your period and strength! The captions educate the viewer on what the campaign is and what it involves while also urging them to get involved and be part of the movement!
CELEBRITY PARTNERS
For the celebrity social media posts, DAME has partnered with both male and female celebrities who have bold, funny, pro-women images to promote the campaign. The celebrities were sent a shirt with the campaign logo on it to be featured in their post. The women shared their support for the campaign and breaking period stigma along with personal stories of their struggles with periods. The men also shared their support and urged their followers to join the movement!
COMMERCIAL VIDEO
For the video part of the campaign we wanted to highlight the problem by using real women to tell their stories and share their opinions. We introduce the problem and explain how DAME aims to make a change. We hope to connect with our audience and make them feel seen!
RESULTS
During my RIT implementation I put up a QR code next to my messages that led to a survey for feedback. I gathered 25 responses and the results are featured below:
QUOTES
“It made me stop and think about how feminine hygiene
products shouldn’t be hidden and how periods should be
talked about more. Women’s health is important and should
be accepted.”
“I have awful period too and people sometimes make you feel
like you’re overreacting, reading this made me feel like my
feeling are valid.”
“I loved the message, and how simple yet bold it was.”
“It normalized the question. Made a very common question
often whispered between people who menstruate a part of
the public and common language.”
“Really empowering to see phrases like that on campus. It
could make people uncomfortable and I LOVE that.”
“This made me feel girl power!”
