Period stigma is the discrimination faced by people who menstruate, and it has been perpetuated by advertising that treats periods as a taboo. It can manifest through period shaming, misinformation, or use of period code words. The role of our #ItsJustaPeriod campaign for o.b. tampons is to rebound from decades spent talking around issues, finally joining the conversation. The main idea is 'where there's a woman, there's a period’—or that behind every woman in your life, a period is part of what makes her, her.

Copywriting and Art Direction by Julia Ardila and Yuting Zhu.