In a world-first, Thinx Inc., the period-solutions company behind Thinx period-proof underwear, has launched a cheeky TV ad campaign, which the company suggestively titled “MENstruation.” The idea behind the project is simple: What if men had periods? What then? Would we be more comfortable talking about that time of the month? According to Thinx Inc., yes, we would. And, it’s not just the brand that thinks so. Creative agency BBDO New York has come up with a wonderful campaign to prove the same.
So, while the TV campaign asks a simple question “If we all had periods, would we be more comfortable talking about them?”, it includes a video which sees cisgender men confronting menses, just as women do once a month. In the unusual adventure, we meet a boy telling his dad ‘I think I just got my period,’ a man asking his colleague ‘Hey man, do you have a tampon,’ and, lastly, a man rolling over in bed to reveal he left something on his sheets.
The ad was meticulously designed by the New-York-based agency to start a conversation and help build empathy and understanding for those who have to experience actual menstruation. So, if you, as a man, had a period, would you try to better understand your ‘friend-in-bleed’?
Maria Molland, CEO of Thinx Inc., shares his views about the campaign: “People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal. We’re taught to hide our period products in our sleeves on the way to the restroom, and constantly check our clothes for any leaks or stains. In fact, 80% of teens [with periods] report a negative association with periods, and say they are gross or unsanitary.”
Maria continues her statement by saying that the company’s first national TV ad was crafted to help imagine answers to these questions: “If all people had periods, including cisgender men, would they be normalized? Would we be able to talk openly about them, without shame?”
“Our goal was authenticity and empathy,” says Crystal Rix, Chief Strategy Officer of BBDO New York. “So much of the industry and culture uses ridiculous euphemism to talk about periods. We wanted an honest and sincere attempt to build understanding and empathy for people with periods,” she concludes.
Unfortunately, it’s men who are one of the biggest causes of ‘period shame.’ But, if they were to have periods, things would most likely look different. In such case, menstruation would probably not be a taboo subject anymore. BBDO New York isn’t the only agency to say so. Its ‘sister’ from Malaysia, BBDO Malaysia, asked boys from the country to “get real” and give men a good lesson about periods. So, it invented a gallant animated man for Libresse, who explains to other men how the body of a lady works, especially during their period.
So let us ask you a simple question: “If men had periods, would menses be a taboo subject?” Let us know by sharing your opinion in the comment section below!