Tension: Women are made to believe their period is something they should hide from others, especially men. This belief perpetuates the idea that a period is embarrassing.

Solution: U by Kotex is calling bullshit on blue liquid by telling the bloody truth — having a period doesn’t hold women back.

Accolades via Wall Street Journal, People Magazine, The Hill, Fortune, etc

SPEC bleeding billboard that would be synced to the monthly cycle of professional athletes, and would look like a Nike or Under Armour ad for three weeks but then would bleed for a week into U by Kotex messaging.

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ECD: Amy Ditchman

ACD: Nick Senior

CW: Demetri Pascoe

AD: Dave Zeller