THE INSIGHT
In 2021 64% of menstruators have had trouble affording period products. So absurd. If people want to act like we’re living in a period piece, let’s do it.

THE WORK
We partnered with PERIOD—a youth-fueled menstrual equity nonprofit and launched #PeriodPiecePSA. We used the popular period drama genre as inspo for parody videos—satirical commentaries on the state of period poverty in the 21st-century— to drive donations.

We grounded the idea in the 17th–19th centuries for consistency. We worked with actors, directors and influencers to launch the campaign. We used their Period Piece PSAs to drive donations and participation, and we used them as examples for others. We wanted anyone to be able to make their own #PeriodPiecePSA, so we built a toolkit for them to help spread the word and generate more much-needed funds. This also began as a no-budget, $0 project; we had to get crafty with it.

Results:
More than Doubled State of the Period Fundraising from last year = $265k
28M+ Total Impressions
4x Increase in followers on TikTok
63,722% increase in views on TikTok

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