Se aika kuukaudesta.

Käydä koulua.

Tavata ystäviä.

Puolustaa tasa-arvoa.

Lopettaa syrjintä.

Murtaa patriarkaatti.

Muuttaa maailmaa.

All around the world, people miss out on opportunities due to ‘that time of the month’.

Menstruation is a monthly reality. Yet period shame is a reality that builds up like a wave: from the beginning, it can feel meaningless, but if we let it grow, it can sum up to false information, shame, isolation and lack of proper sanitizing products. These are real-life issues people in need face around the globe.

Challenge

Many believe that peoples’ periods synchronise when they spend a lot of time together. And it is a special kind of bonding, when friends have their period at the same time. It feels like you are in this fight together. As a united front.

Insight

Instead of falling into a saviour complex, we wanted to empower everyone who menstruates to see that we can overcome period shame and poverty together.

Let’s inspire people by turning the shameful “it is that time of the month” narrative into an empowering statement through unifying visuals showing people who menstruate, fighting periods together.

Idea

We highlighted the period bond to create a community that cares about supporting each other.

The bond is visualised by a diverse group of people who menstruate uniting to fight period injustice.

Our periods do not take our playfulness away. On the contrary, in our visuals, we bring out the play and use that to show the strong bond we share.

Menstruating is not a weakness. It is a power we all share and it is even more powerful when we stick together.