Periods in Quarantine Campaign
A Campaign for Quarantine
We built a campaign to give away 500 years worth of period care. Yes, 500 years.
When the quarantine began, folks took to Twitter in droves to lament yet another household staple that was suddenly in short supply: tampons. They were sold out. Seemingly everywhere. We found the same startling lack of tampons at our grocery stores, too. That's when we discovered there's a better option than buying a box of tampons every single month: reusable menstrual cups.
We partnered with DTC period care startup Nixit to help menstruators get the supplies they need during quarantine. We designed a social campaign to give away 100 menstrual cups to healthcare workers and people unable to find tampons. With each cup lasting 5 years, that's 500 years of period care.
The Future of Period Care
The tampon was invented in 1929. It's time to nix tampons.
The average menstruator uses over 9,000 tampons in their lifetime. That’s a lot of tampons to buy — and a lot of trash to produce, since tampons eventually end up in landfills. It's been nearly 100 years since the tampon was invented. The world's women deserve something new.
Nixit is an innovative new direct to consumer period product. A Nixit is a reusable menstrual cup, helping reduce period stress. A single Nixit holds multiple super tampons’ worth of fluid, and can be worn for up to 12 hours. But it’s not just any menstrual cup. Since Nixit sits in the vaginal fornix instead of in the vaginal canal, a wearer can have mess-free period sex while wearing the cup.
One of Nixit’s long-term goals is to take the menstrual cup mainstream, showing menstruators across the country that reusable cups are the future of period care. After all, the tampon was designed prior to the invention of TV or mainstream air travel. And we deserve a 21st-century period care!
PRODUCTION IN QUARANTINE
A quarantine-safe approach to production.
This campaign was built for quarantine — during the time of quarantine. That meant no big shoots, no sets, no actors. In fact, it meant no live-action footage at all. Instead, January Third deployed some exceptional stills from photographer Aubrey Pick, and created lively 2D-animation using collage techniques and After Effects puppeting.
The result was something that felt aesthetically new while staying unquestionably quarantine safe. Ultimately, the work was cut as 9:16 Instagram Story ads, 1:1 dark ads and organic content for the brand's Instagram feeds. All of it was set against a head-bopping track by Boss Fight called "Sweep the Leg," which kept the internet (and January Third) humming along in quarantine.
The tampon was invented in 1929. We deserve some innovation at least once a century.
WATCH THE CONTENT
Adding a sexy twist to quarantine.
The next piece in the campaign suggests a novel cure to quarantine boredom: sex. After all, it’s free, it’s fun, and it's scientifically proven to make us happier in a time when rates of depression are soaring. Better still, because of Nixit’s unique design, it’s possible to have mess-free, joyful, mood-boosting sex during your period. Or as the new campaign says it: “Mess free period sex. Made possible by Nixit.”
We took inspiration from vintage pornography to create scenes that felt both risque, happily goofy, and at least a little bit sexy. A layer of filmic dust added to the modern-meets-vintage-meets-modern aesthetic that Nixit does so remarkably well.
Well, that was quick. That almost never happens.
With the creative ready to go, the giveaway went live. We used a combination of dark posted ad units and in-feed creative to make sure everyone knew about the giveaway. But the ads barely launched before the donated Nixits were fully claimed.
Eight minutes! The campaign was almost *too* successful — all 100 free menstrual cups were claimed within literally eight minutes of the giveaway going live. Armed with 500 years worth of new period products, we're excited to see how the Nixit can help menstruators across the country save a trip to the store, and how the giveaway can help take the menstrual cup mainstream.