Libresse

Ben je ongesteld ofzo?!

 

Background

“Are you on your period or what?” At least 85% of women+ have encountered this thoughtless remark. Concerningly, the menstrual cycle's impact on daily life is still largely underestimated in the Netherlands. In fact, 62% of women+ report that their symptoms truly disrupt their daily routine.

 

Insight

To break any stigma, you need to share experiences and perspectives. But how do you get people involved with zero budget? Sloganwear is a way to voice your perspective without speaking.

 

Idea

We tapped into T-shirt culture and partnered up with illustrator and activist Eveline Schram. The shirt represented the protest against this offensive remark. The T-shirt empowered the community to stand up and created credible and honest perspectives from women+ that each contributed to breaking the stigma .

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Result

Once we’ve created a buzz with the T-shirt collaboration, the campaign got picked up in big Dutch media like Linda Meiden and Elle. The T-shirts were such a success that we've started selling them online and all the profits went to a Dutch organisation focused on equality around menstruation.​