It's Normal, Period

As part of D&AD 2019, The Case For Her was a brief from McKinsey. It required us to develop an innovative globally relevant campaign that tackles menstruation issues and social stigmas surrounding it and shows fresh thinking. My research confirmed that talking about menstruation is still largely a social and cultural taboo across the globe. I created a campaign that seeks to encourage social dialogue around the fact that menstruating perfectly normal. To achieve this, I decided to create a campaign that shouts out loud that I MENSTRUATE, while comparing it to my other normal activities. In addition to posters and print collateral, I also created a participative social media campaign, encouraging my audience to repost personalise digital posts -creating virality.