o.b. | Its Just a Period

2022 Team Work

#Wellness Campaign

The Audience

On average, women get their period for about 40 years of their life. This means from around age 10 to age 50, o.b. has the opportunity to convince women and girls to buy their products. Women often use what they're most comfortable with, so the biggest opportunity lies in convincing young girls with a first-time period to start buying o.b. tampons. Moms are often the ones that go to the store with them so selling to moms is also a must.

Consumer Insight

Diversity issue = Period Stigma

Gen Z

  • 10-25 years old

  • Well-educated, ethnically diverse, digital natives, open-minded

  • Value contributing to the world, and desire to create meaning.

This was a powerful group project with immersive copywriting. This project creates a brand new campaign that “effortlessly“ represents diversity without trying too hard or forcing it. This is a chance ti tell their authentic stories.

Role | Research | Visual design | Video Editing

Worked with

Julia Ardila

Parent Company: Edgewell Personal Care

Founded: 1949

Industry: Feminine Hygiene

Competitors: Playtex, Kotex, Carefree, Stayfree, Always

Mission: To provide custom-fit protection that gives women the freedom to pursue their passions. Created by a woman for women, o.b. tampons are designed to expand all around (not just lengthwise) to custom-fit the shape of each woman.

Millennials

  • 25-40 years old

  • Optimistic, tech-savvy, self-confident.

  • Value workplace flexibility, work-life balance, positive reinforcement and transparency.

Gen X

  • 42-57 years old

  • Tech-savvy but not tech-dependent, self-sufficient, entrepreneurial

  • Like DIY projects, value work-life balance.

Period stigma is the discrimination faced by people who menstruate, and it has been perpetuated by traditional advertising campaigns that promote period shame by treating bodily fluids and bodily functions as something to hide. Menstruation is normal and natural, and period stigma can manifest through discrimination (accusations about PMS), misinformation about periods and tampons use, period taboos or use of period ‘code words’ and period shaming.

# ItJustAPeriod #

Get

any women who are on their period

By

Final Copy

Our poster will be seen at Billboard, Expo Center, Bus Station, Park street and Fashion magazine.

this campaign is to tell the women that menstruation is not a shame word

  • Where there's an epic date, there's a period.

  • Where there's a swim stud, there's a period

  • Where there's a math whiz, there's a period

  • Where there's a sleepless night, there's a period

  • Where there's boss moves, there's a period

  • Where there's a super set, there's a period

Out-of-Home

ItJustAPeriod

To

provide custom-fit protection that gives women the freedom to purse their passions

Because

menstruation is a normal and natural physiological phenomenon, not a reason for gender bias.

# ItJustAPeriod #

Associate o.b. with body positivity and relatability to help undo decades of harmful advertising that has perpetuated period stigma.

Credits

Yuting (Tibo) Zhu

Julia Ardila

Professor Gauri Misra-Deshpande

Savannah College of Art and Design

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