No Shame in Menstruation for Easy Period

On October 25th 2016 Easy Period released their first ad campaign with agency Cossette titled, No Shame. The campaign consists of a series of four images that depict situations where women might normally feel ashamed during menstruation. For example, taking a bath, leaking on bed sheets, having painful cramps or being naked with a tampon in. “Periods are nothing to be ashamed of. They’re natural. And period products should be natural, too. Easy delivers 100% organic tampons and pads right to your door, because periods should be easier. Learn more at easyperiods.ca”. The campaign won a Yellow Pencil at the 2017 D&AD Awards.

Easy says that their ads received varied feedback. Some women felt liberated and inspired by them others found them offensive. We expected some backlash as nudity and blood tend to make people uncomfortable. The goal was to get people to think about and talk about this discomfort. Often if something is kept quiet and relegated to the private sphere it has the opportunity to create shame around it and eliminates the opportunity for reform. So yes, the argument that periods should be kept private is understood, however, when a private issue has such public consequences, it’s time to get people talking. This campaign certainly succeeded in doing that.

No Shame Credits

The No Shame campaign was developed at Cossette, Toronto, by chief creative officers Carlos Moreno, Peter Ignazi, art director/designer Natalie Mathers, copywriter Simon Rogers, senior retoucher Trevor Gauthier, agency producer Raquel Mullen, account executive Dane Armstrong, account supervisor Olivia Figliomeni, brand director Michelle Perez, strategist/planner Michaela Charette, chief strategy officer Jason Chaney, connection strategy director Tim Beach, communications supervisor Leigh Morgan, photographer Chloë Ellingson, and makeup artist Lori Fabrizio.

Media was handled at Newad.