Transgender and non-binary people form a sizable community whose needs are poorly understood by the period care industry and society at large.

The prevalent cultural narrative and the lack of representation breeds stigma and prejudice, leading to discrimination, harassment, and abuse, with dire consequences for transgender and non-binary people’s health and wellbeing.

This was about to change thanks to Freda and Cycle.

The needs of transgender and non-binary are poorly understood by the period care industry and society. The Lancet* suggest a prevalence of 0.3%-0.5% of transgender in the general population - 23.4 M and 39 M of the world population, with roughly 60% of this as trans men (i.e. approximately 16 M).

They deal with discrimination, facing a polarized understanding of what it means to be a person who bleeds. The gender representation codes and the lack of inclusivity in the period care category make trans men and non-binary relive the trauma of transition and shame 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. We found the perfect partner, Freda, a company that fights period inequity and believes that access to period care is a basic human right.

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.

Minimalistic and neutral design, 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.

Cycle also brings a radically new experience. The products are available for purchase in a safe online environment, with a subscription-based option. The pads and packs are discreet, recyclable and biodegradable and can be safely disposed in regular bins.

On the back of each pack is a direct quote from ambassadors in the transgender and non-binary about the need for period inclusivity.

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.

To raise awareness of Cycle, 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 series in which they recounted stories of having a period, and what a product like Cycle means to them and the LGBTQI+ community at large.

We introduced a new research by YouGov** which revealed that half of adults who have ever menstruated have experienced a lack of period inclusivity. A percentage that drastically increases amongst trans men and non-binary.

A qualitative study conducted with transmasculine individuals***, confirmed that hyperfeminine packaging contributed to period inequity and that inconspicuous packaging would reduce fears of being ‘outed’ by the product.

Both studies showed the need to move from words to action and made the media notice Cycle as a product to talk about.

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.