I'm On

I'm On, Tin Man / Pink Parcel
Got the painters in. Riding the crimson wave. On the blob. All euphemisms for periods, demonstrating just how much we avoid talking about them.

Period subscription box, Pink Parcel, wanted to challenge this thinking and build their brand. Enter Tin Man with a thought-provoking, perception-changing campaign that took the 'girl code' phrase - I'm On - and made menstruation a national talking point.

This campaign turned the taboo subject of periods into something powerful, positive and shareable, securing:
•200 pieces of coverage, with 19 nationals
•75% uplift in brand awareness
•Over 2,000 new subscriptions
•40,000 unique web visits during launch week