Midol: No Apologies. Period.
Video • Social • Website • Influencer
This longtime period essential was ready to connect with a new generation. One so bold and unapologetic—except when it came to their periods. I should know. I still act like a covert spy when carrying tampons, use euphemisms for period blood, and make excuses for my PMS. Using first-party data and real stories, Midol shed light on such “Period Apologies.” Doing so empowered menstruators to put an end to this behavioral cycle and embrace their natural cycles. Period.
Awards: MM+M Winner 2022 (x2), MM+M Finalist 2022 (x1), PRWeek Awards Winner 2022 (x2), SABRE Award Winner 2022, and Global SABRE Award’s Top 10 Campaigns of 2022
Virtual Panel: This was Meena Harris, Olivia Culpo, Professor Maja, and Dr. Chambers’ unanimous response when asked if they’ve ever apologized for their periods.
50 Million Views • 780 Million Earned Impressions • 22% Decrease in Period Apologies • 22% Engagement Rate on Instagram
2021 Refinery29: Period Stigma Isn’t Just Frustrating — It’s Dangerous
2021 Essence: Free-Bleeding and the Effort to Stop Period Shaming
2021 Adweek: Midol Encourages Menstruators to Stop Apologizing for Their Periods
Team: twelvenote – Steph Piperis (Copy), Cal Ripp (Art), Mona Song (ACD Art), Erin Doyle (Director), Lindsey Houston (Editor), Glo Gambino (Producer), and Adriana Nova (CD)