University project
A response to The Marketing Society's brief for the Aspiring Creative Star Awards in 2022 - the task was to create a campaign aimed at people aged 16-21 in Scotland that would encourage a more open discussion around menstruation.
After extensive research including the issues around the subject, existing campaigns and people's opinions, I decided not to take a traditional approach and to create a bold, provoking multi-media campaign that I believe will be successful in attracting people's attention and making them think about the topic even if they are not interested.
The language used and the way it's presented will undoubtedly generate different opinions, both positive and negative, from different age groups and genders, but even people's outrage is beneficial as it creates a discussion around the topic. The campaign's ubiquity (outdoor ads, restroom ads, social media posts and surprising experiences in public places) is another thing that will make it guaranteed to be noticed.
The accompanying TikTok video for the campaign has also gained more than 8K views and hundreds of shares and the numbers are still growing.
Pitch document
Posters
Different posters for men's and women's bathrooms, catching people by surprise and attracting their attention with bold colours and slightly passive-aggressive remarks. Only a few options, each contating a controversial opinion or a shocking fact.
Mockups
