Tampax - Period Equity Activism Campaign
Research
Brief
Concept + Strategy
Art Direction
Graphic Design
Copy
Process Peek >The inaccessibility to menstrual products is a major problem facing female health worldwide. The goal with creating this activism arm of Tampax is to inspire a change in how our society treats period care.
The Research
It’s no surprise finding that female health has never been much of a priority in our society.
Menstrual hygiene looks different for everyone and that time of the month is harder for some women than others. In America, more than 17 million women survive on under $12,760 of annual income according to the Health and Human Services Department.
That income level usually qualifies for some kind of government assistance program such as SNAP or WIC. Tampons and pads are not qualified as “medical necessities” so they are not covered by these programs. That means females in the United States are forced to make the choice between food and period products every day.
This movement speaks to both the affected community as well as other stakeholders (women): Safe and reliable access to menstrual hygiene means females can fully participate in life. Blood Week by Tampax was built to communicate a push for change on a legislative level as well as create a tangible thoroughfare for aid that gets tampons in the hands of women who need them.
The Perception
Layers of stereotypes steeped in embarrassment and shame are paired with monthly periods from the time they begin in a woman’s life, making something feminine and natural feel unclean and shameful. On top of the immaterial stigmas, stands a very tangible tax that costs females worldwide billions of extra dollars a year, just to buy the period products they need.
The Strategy
Equity is tied to empathy. The Blood Week movement is meant to celebrate periods while educating and encouraging society to action. A fun and energetic social media campaign engages women in a space they already spend time within. New Tampax packaging designs and Blood Week postcard inserts are a physical, one on one interaction between our message and our users. Bold posters, protest signs, stickers and buttons activate conversations. A bright and responsive website acts as a hub for all things Blood Week, tying every piece of the integrated movement together.
- Spark conversation
- Inform about tampon taxes
- Provide resources to protest tampon taxes
- Foster a platform of partnership and donation
Instagram Advertising
Revisiting an advertorial style that was traditionally used to objectify and patronize women; theses social ads use an edge of humor to educate about period inequity.
Packaging Insert and Redesign
As a tangible element built into the product supply chain, this postcard insert becomes an interactive link between the Blood Week movement and each woman purchasing tampons.
Website
Bloodweek.com is a site extension of
tampax.com
Fresh and functional, this site was built to intuitively inform while getting ladies involved in period advocacy. Weightless details and simple animations help the website flow gracefully, balanced with powerful imagery that inspires and emboldens.
