D&AD Project
A case for her
Saying your on your period should be an accepted blanket statement that just means that. With no negative stigma, but even today it immediately tarnishes women with the negative associations that have been attached to periods.
OR
Saying your on your period should be an accepted blanket statement that just means that. With no negative stigma. But even today it immediately tarnishes women with the negative associations that have been attached to menstorating.
This is a problem that runs deep, write down to the vernacular used by everyone like ‘sanitary’, adding products on the end does change the strong associations we have with it. So lets rid ourself of that word right now. We want period positive words and association so the next generation of menstruators, who single handedly make human life on earth possible, don’t think that their monthly cycle is anything but positive and necessary.
Our actions must also be checked, no hiding pads or tampons up your sleeve, its fundamental to life, don’t be ashamed. try starting a period positive conversation today, you don’t have to get into the ebbs and flows, but bringing it into conversation will break down the walls up put but those who don’t know how truly detrimental negative period shaming is to women, and how subconsciously seeing how well blue liquid absorbs, will not be telling her what she goes threw every month is natural and a sign of good health.
As far as progression in this bloody field goes, we have a long way to ahead.
Explaining your on your period should not be come with bad blood, but it does.
So lets smash the negative, by blasting positive,
It is what it is, as much a necessity, as a blessing;
we are guaranteed to bleed,
If we’re lucky.
It began as an ad campaign, using a mix of traditional advertising and gorilla advertising. Where stickers would be sent out, to anyone who followed social platform/posted on/used hashtag and then stuck threw out the country, that would spark period positive conversations, and T shirts could be purchased and the profits would go towards period positive education. This was going to be accompanied by a short video of women walking down a sunny street wearing the emblem of G. T. B on there bums, by powerful women, who own it, love it, are proud of it. Like a bag of honour.
But from doing more and more focus groups I feel the need for platform where real conversations and information could be accessed by everyone. So from there I decided to write a G.T.B manifesto, anyone who signs the manifesto and reposts etc. gets sent stickers. The manifesto will be on a G.T.B website where there are forums where real people can talk about there experiences and find others that have been threw similar issues to do with mensuration.
Sanitary products, scarp that, bad connotation. It implies its that being on your period is unclean.
Menstral control
Period products
. Products
So
smash the negative, by blasting positive
Target 17-25 women and men
The audience was chosen for its wide reach, the younger audience will be influenced by the 17-25 year olds
Mix of gorilla advertising
And
a conventional advertising campaign, a video, possible posters made ephemera etc.
Stylized blood stain/ ‘sexy’ blood stain
To be attached to jeans, trousers etc.
in video blood stain is worn by powerful women, who own it, love it, are proud of it. Like a bag of honour
Stickers to be made of ‘sexy’ blood stain with the words - guaranteed to bleed
To be given out for everyone who signs up via email/fb/insta/twitter, Free T-shits and stickers for posts and use of hash tag we(a case for her) think is awesome
I would like to address info-structure and systems, but this is not it
https://aeon.co/essays/throughout-history-and-still-today-women-are-shamed-for-menstruating
Quotes from link above
As recently as 1980, I was told by a farmer’s wife in Shropshire that if a menstruating woman touched meat it would go rancid.
Right into the 20th century, any inappropriate behaviour or poor mental health in women was termed hysteria, after the Greek word for ‘uterus’.
The paediatrician Béla Schick (1877-1967) believed that menstruating women released plant-destroying substances called ‘menotoxins’ through their skin. In 1919, he ‘proved’ it by asking women to arrange cut flowers. Sure enough, the flowers arranged by menstruating women died sooner.
The Yurok of California believed that if a woman’s menstruation failed to synchronise with the Moon, or with her fellow women, she could balance herself ‘by sitting in the moonlight and talking to the Moon’.
It was not until 1985 that the word ‘period’ was used in a television commercial; and in 2010, US TV networks banned a tampon commercial from using the word ‘vagina’ or even ‘down there’. To this day, advertisers use a mysterious blue liquid to demonstrate the absorbency of sanitary towels.
In a comment piece for The Tablet Catholic magazine in 2016, the British theologian Carmody Grey wrote: ‘If any other event caused me or anyone that amount of pain, disruption and blood loss, it would feature largely in our social interactions … Quite simply, women bleed and suffer so that others can live … Quite literally, shedding blood for the life of humanity is just what women do.’
Menstrual Matters, Period Positive, The Bloody Waste! and Ragtime Revolution.
http://washinschoolsmapping.com/5th-annual-virtual-conference-on-menstrual-hygiene-management-in-wash-in-schools.html
Questionnaire
(Making question more normalised, less clinical for results, this also put forward the idea of it being normal thing to talk about)
Focus group of two (friends- also might bring out more information)
18-40 year olds
Im conducting a studying into to period shaming and the awareness around menstration. For the sake of the data please answers as honestly as possible and please difolge as much as you want.
Let start with some nick names for periods
(female)
Tell me about your first period, and how was this addressed by those around you at the time
How did you feel about getting your period
did you feel prepared, did you know what to expect, and do you feel those expectations have changed
If yes, how
If no, how
did you feel supported by your family and friends
Did you feel comfortable talking about your period this with friends
Do you have a happy memory attached to having your period
Do you have a uncomfortable memory attached to having your period
do you feel comfortable talking about periods in a mix gender group
Have any positive associations with menstration that have followed you threw out your life
Have any negative connotations attached to menstral cycle followed you threw out your life
If you could giving a younger you advice concerning menstration what would you say?
would you feel comfortable asking someone else to buy sanitary products for you?
anything you would like to add to this decision? Or point you would like to talk about…
(Male)
Tell me about your first encounter with someone having a period, tell me about it
how has your understanding changed since your first encounter (with periods)
when did a female friends first talk to you about periods
Have you ever bought sanitary products for someone else
If yes, tell me a bit about it
If no, tell me about that
Do you have a happy memory attached to periods
Do you have a uncomfortable memory attached to periods
Do you feel comfortable being in a group talking about periods
Have any positive associations with menstration that have followed you threw out your life
Have any negative association attached to menstral cycle followed you threw out your life
If you could giving a younger you advice concerning menstration what would you say?
Have you ever assumed a women is in her period from her behour
anything you would like to add to this decision? Or point you would like to talk about…
Thinking bigger
Could this be a template to tackle other issues that suppress women?
Body dismophia/eating disorder etc.
Sexism
The Brief- to demolish the negative stima attached around periods.
Approach is to implement effective commutation with women and men, my target is 18 to 30 years old. I feel this demographic hits an even wider audience because this is an age group that influence the younger coming or age of menstration women.
Reseach from focus group I have conducted have shown
- a lack of communication, we just don’t talk about periods
-the education into periods, its not discussed how different periods can be for everyone and about its mental and emotional impact
My solutions would be a campaign with the outcomes in the form of a provocative brand identity, video, website/platform/forums and stickers and T shirts. Using a mix of gorilla advertisement via stickers, and a traditional approach via a video, with the back bone of a manifesto/declaration that people can get behind/re post/feel part of a wider community that cares and also share advice/ information.
Tone causally, humous, provocative and conversational
Script
What we need is to start having the conversation.
Taking back the power.
Once we start having the conversation, it becomes normalised, and quality of life improves for all.
Then we can start having conversations about other areas of improvement within the human race. (Fingers click/epiphany) We need a Kyle Jenner of periods,
(Friends reaction )
Yeah yeah (brushes off their surprises off), but she paved the way, the turn over from taboo to praised and idolised was impressive.
If we could get this in the home, in schools, at the work place, its only a matter of time before people stop giving a shit and get on with life.
Don’t get me wrong, I know this is a problem that runs deep, right down to the words we use… and don’t use.
(Like said like its an obvious example) Like sanitary, shoving products on the end doesn’t exactly rid ourselves of the strong reminders of sewage, does it.
We want period positive words and associations so that the next generation of menstruators, who single handedly make human life on earth possible, don’t think that their monthly cycle is anything but positive and necessary.
As far as progression in this bloody field goes, we have a long way ahead.
Explaining you are on your period should not be come with bad blood, but it does.
So let’s smash the negative, by blasting positive,
It is what it is, as much a necessity as a blessing;
we are guaranteed to bleed,
If we’re lucky.
situations
Sticker seen about
Video seen about
Person visits site
Person starts a conversation about periods
Threw out the website it promotes the idea of starting a period positive conversations.
pushing the idea by giving the power back to the indiviual, by signing up/agreeing with the manifesto G.T.B you are sent stickers to use as you see fit.
menomite- someone who has sex with women on their period
Forums
A good place to start, with a few forums set up initially to get the conversations going.
Chapter one, my first period. - a place to share stories of firsts, first period, first time you leaked, first time you had sex while on your period.
The good the bad and the ugly - home truths, facts.
there aren’t any. period - talking about how different periods can be, how no two are the same, and that lots of people have complications, a ‘you are not alone’ feel.
i don’t like tampons. they’re stuck up cunts - talking about different forms of period products. first had accounts, anecdotes.
Alternate names
Take back the power
Take back
Its ours
Some of us bleed
Some bleed
Lets bleed
Lets start
We’re in it together
in it together
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