“No Apologies. Period.”
Midol’s mission to destigmatize the period taboo.
The situation:
Midol had lost its relevance. Everyone knew what it did. No one wanted to talk about it.
The idea:
Get women talking by calling out the “Period Apology” whereby 60% of women have apologized for being on their period.
The execution:
With the support of industry experts and relevant voices, we created an integrated campaign to shed light on the period apology and encourage women – and everyone – to end the shame and stop apologizing for Mother Nature.
The seminal content was created to support the message – “No Apologies. Period.” – features real people of all ages, ethnicities, and genders who share real Period Apology stories and instances they’ve felt the need to hide their symptoms.
Through a series of online videos, menstruators of all ages and backgrounds opened up about the societal shame that shrouds periods, compelling them to apologize for and hide their period symptoms constantly. By creating this ongoing conversation, they were not only able to relate to one another’s shared histories, but it underscored the urgent need for behavioral change, empowering menstruators everywhere to regain their conviction and stop apologizing. Period. By exposing this behavior, Midol found a way to treat many aspects of the menstrual cycle more holistically, providing not just physical relief but also cultural and emotional relief as well. This improved the brand’s perception with its desired expanded demographic, as evidenced by the more than doubling of the brand’s social following during the campaign, as well as its successful launch on TikTok.
The results:
With 750+ million earned impressions, 38 million combined video views with an engagement rate 3x the industry standard, and a double-digit sales growth with 11% brand lift*, the results speak for themselves. Not only did the new purpose open up the brand to new audiences, but most importantly, the campaign led to a 22% reduction of online period apologies, helping to break the cycle for future generations of menstruators everywhere.
