Midol: The Real Reason
Video • Social • Website
After shedding light on the Period Apology, Midol wanted to show that behavior out in the real world. We noticed it was particularly prevalent when backing out of plans since most menstruators made excuses instead of saying the real reason: PMS. We created a social experiment to change that. We observed menstruators canceling on plans and getting real-time reactions. In doing so, Midol proved that periods aren’t some frivolous excuse. And more importantly, that there’s power in speaking up and reaching for comfort during your period.
Awards: CHPA Winner 2023, PRWeek Awards Honorable Mention 2023, SABRE Awards Finalist 2023, and Fierce Pharma Awards 2023 Shortlist
4.5 Million Views • 24.7 Million Impressions • 5.41% Increase in Ad Recall • 380% Search Lift for Midol
2022 AdAge: Midol Wants Period Stigma to End
2022 AdWeek: In a Period Positive Move, Midol Urges People to Share 'The Real Reason' They Feel Awful
2022 The Drum: It’s Time to Normalize Period Talk, Midol Says
Team: twelvenote – Steph Piperis (Copy), Cal Ripp (Art), Mona Song (ACD Art), Mo Scarpelli (Director), and Dan West (CD)