The Challenge: Normalise menstruation and raise awareness of a more comfortable, sustainable alternative to disposable pads, liners and tampons.
Womxn have always been made to feel uncomfortable about their periods. Almost one in three young girls are afraid of talking about periods. Times have changed, and women should get to decide how they feel about their periods. And with Modibodi period underwear, there’s a new way to period that changes everything.
‘The New Way to Period’ shows the real side of menstruation and reminds us that not only are we allowed to feel however we want when we have our period, but that we have other more ‘normal’ options besides eco-damaging disposable pads, liners and tampons. ‘The New Way To Period’ is a long-term creative platform that champions confidence, celebrates individual freedom, embraces diversity and encourages womxn to step towards a more comfortable, sustainable future.
The campaign launched via film with a range of edits created specifically for TV and social. It also features extensive OOH, social, influencer seeding and experiential activations running across Australia, the US and the UK.
47K Engagements
1m Minutes
21 Distributors across Australia, US & UK
