As this community has to deal with discrimination in all ways of life, period care is no exception. They face a polarized understanding of what it means to be a person who bleeds. The gender representation codes and conventions in addition to the lack of inclusivity in the period care category make trans men and non-binary relive the trauma of transition, shame, and fear every time they have their period.

The agency’s idea was to create a disruptive new product designed to address the lack of inclusivity in the category: CYCLE.

We found the perfect partner, Freda, a company that fights period inequity in all ways of life and believes that access to period care is a basic human right. A company that has always used its platform to advocate and campaign for period inclusivity. Freda donates a product to one of their charity partners for every product purchased.

Gender representation in the period care industry is unfair. This was an opportunity not to be missed to further gender inclusivity.

Transgender and non-binary people form a sizable community whose needs are poorly understood by the period care industry and society at large. An estimate published in The Lancet* suggest a prevalence of 0.3%-0.5% of transgender in the general population. This puts a conservative estimate at between 23.4 M and 39 M of the world population, with roughly 60% of this as trans men (i.e. approximately 16 M).

Menstruation is more than a feminine phenomenon — it’s a human one. We knew creating just a campaign wouldn’t be enough to propagate this message, so the agency idea was to create a new range of products: CYCLE. Period care designed for everyone.

With a minimalistic and neutral design signifying a radical break from the industry assumptions about periods, CYCLE is free from plastics, pollutants, and preconceptions. With careful consideration about packaging, Cycle is designed to take all those who menstruate into consideration, regardless of how they identify or their circumstances.

Freda’s differentiation strategy is to fight period inequity.

New Freda research** revealed that half of adults who have ever menstruated admit having experienced a lack of period inclusivity. This result drastically increases amongst trans men and non-binary.

The period care industry has always been highly gendered and almost exclusively focused on women, making trans men and non-binary feel shame, fear and question themselves every time they buy period products.

With Cycle we wanted to break with the category conventions and launch a product that opposed the assumptions about periods.

1. Reframe the societal narrative around periods - women are not the only gender that needs access to period care

2. Create positive impact on the acceptance and well-being of the transgender and non-binary community.

3. Spark meaningful conversation about the importance of period inclusivity and by extension of period inequity in for all walks of life.

With Cycle we crafted a new product range, minimalistic and gender-neutral, eschewing category tropes of feminine messaging and imagery. On the back of each pack is a direct quote from ambassadors in the transgender and non-binary about the need for period inclusivity.

We partnered with transgender and non-binary activists and influencers Kenny Ethan Jones, Jamie Raines and Siufung Law to highlight the shame and fear they’ve felt when purchasing gendered period products. We produced a documentary-style video series in which they recounted compelling stories of having a period while not being female, and what a product like Cycle means to them and the LGBTQI+ community at large.

On top of the YOUGOV** research, we conducted a ground-breaking qualitative study with transmasculine individuals***, confirmed that hyperfeminine packaging contributed to period inequity and that inconspicuous packaging would reduce fears of being ‘outed’ by the product.

Freda’s sales, and donations, have increased 27% while receiving widespread acclaim from the LGBTQI+ community and beyond. The e-commerce website grew 60% with visits and orders from 95 countries including places like Iran and Iraq.

The campaign has achieved a combined organic reach of 135 million and was covered by major titles like Glamour UK, Forbes, Metro, Trend Hunter, HypeBae, Yahoo News, Refinery 29, Metro and more****. With 0€ media investment the launch video amassed +150,000 views only on Instagram, with a 98% positive sentiment.

The idea inspired organic partnerships: hotel chains - Hilton Seychelles, Retreat Palm Dubai, Citizen M London - are partnering with Freda to offer free Cycle products for their guests. Fortismere School in London are introducing the study of the Cycle campaign in their curricula. Finally, The English National Opera are partnering with Freda to offer Cycle products at their location.