Millions of people across the world face period-related shame and stigma. Cow and feminine care brand Intimina developed a strategy and creative to make periods Seen+Heard.
The ambition was to start global conversations, embolden people who menstruate and tackle head-on the ongoing stigma surrounding periods.
We turned to colour - with an innovative partnership between Intimina and Pantone. The result, a new Pantone shade: Period.
Its message sparked a torrent of positive media coverage and online conversation. Over 720 earned global articles later, Period. is the most highly-engaged social campaign in Pantone’s history – even garnering support from the UN.