Thinx MENstruation campaign with Siobhan Lonergan, NYC
Thinx are period underwear. They replace the need for pads and Tampons. One of many campaigns from the brand that were thought-provoking and demanded your attention, "Menstruation" was a campaign designed to provoke discussion in broader culture between men and women in order to de-stigmatize what is a natural bodily function. The concept asks us to imagine a world in which men have periods too. But this wasn't just about switching brands, it was totally about changing behaviors. Also, listen to our episode on Viva La Vulva and Blood Simple.
Referenced work:
Developed by BBDO NY, this spot reflected many of the same sensibilities that BBDO London’s work had for Viva La Vulva, which had launched prior.
As Siobhan explains, the campaign found and sharpened its voice over time. It started with the “Originals” series in NYC.
