PERIOD.
#PERIODPIECEPSA
USED COMEDY AND PERIOD PIECE LOVE TO QUESTION WHY PERIOD POVERTY STILL EXISTS IN THE 21ST CENTURY
It’s the 21st century and 64% of menstruators have had trouble affording period products. So absurd. If people want to act like we’re living in the old ages, let’s lean into that.
Even as entertaining, and thankfully more diverse, as new and new-to-streaming period pieces are (“Bridgerton,” “Hamilton,” “Rodgers & Hammerstein’s “Cinderella,” “Harlots,” “The Great”) menstrual equity hasn’t progressed much from the times they’re set in.
So we partnered with PERIOD.org—a youth-fueled nonprofit striving to end period poverty—on the Period Piece PSAs fundraising campaign. We used the popular genre as inspo for parody videos—satirical commentaries on society’s archaic beliefs that still exist today (hence why period poverty does too).
This began with a $0 tampon string budget, so we got crafty. Apart from helping lead the team and cranking out scripts, I wrote a hip-hop-musical banger and co-directed our launch film.
#PeriodPiecePSA doubled PERIOD.’s State of the Period Fundraising, received 28M+ total impressions.
Featured in AdAge, Adweek, The Drum, Shots, LBB, Shoot, y MarketingDirecto tambien.
Awards: 4x One Show shortlists.
Role: ACD Copywriter
Creative Director: Tescia Deák
Add’l ACD Copywriter: Emma Green
Sr. Art Director: Irene Li
Jr. Copywriters: Yashashree Samant + Nebraska White
Jr. Art Director: Riri Tamura
"The Red Plague" (Launch Period Piece PSA)
We kicked things off with “The Red Plague,” our TBWA\Chiat\Day #PeriodPiecePSA about the old-fashioned nicknames we use for periods and how shame covers up and exacerbates period poverty.
Period Piece PSA videos
Then, we worked with actors and influencers who filmed their own based on dozens of scripts we’d written. We even shared a toolkit with the scripts, green screen backgrounds, music tracks and sounds (‘cuz you know, TikTok…) so anyone could make their own Period Piece PSA and help spread the word to generate shillings. We shared some on IG as well. Sure, we got some trolls, but their comments just boosted us in the algorithm, ha.
