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