Excuses for Period Pain
new product launch for pfizer
I launched Ponstan, a period pain relief brand owned by Pfizer, into the Australian market—a market where the brand had no prior presence. The campaign not only introduced a new product but also aimed to transform the conversation around period pain through bold, thought-provoking messaging.
INSIGHT & BACKGROUND
Period pain is common, but very few are confident in knowing how to treat their symptoms. In fact, 5 out of 10 Australians missed socialising due to period pain and 4 out of 10 called in sick because of period pain. To make matters worse, period stigma exacerbates this problem as it holds us back from discussing and seeking out effective solutions. Even though period pain is a legitimate problem that affects most people with a uterus (pretty much half the world’s population), we avoid talking about it, out of shame or out of habit. Instead, we’ll cover up period pain with a made-up excuse — saying we have a headache, the flu or that the family dog died — anything other than the truth of period pain.
CREATIVE PLATFORM
"Talking about period pain should be less painful than actually dealing with physical pain."
Creative Approach:
The campaign took a radical, unfiltered approach by exaggerating the excuses people tell to cover up period pain. With raw language and striking illustrations, it challenged the cultural norms that force individuals to downplay their pain. By laying bare the ridiculousness of these excuses, the campaign invited Australians to embrace honesty about their experiences with period pain.
Key Message:
It's time to stop masking the truth. Instead of resorting to euphemisms like “Aunt Flow,” let’s discuss period pain openly, recognize its impact, and seek effective relief.
STRATEGY & EXECUTION
Developed a cohesive creative platform that challenged conventional narratives around period pain. This platform underpinned four distinct executions, each tailored to spark conversation and drive awareness.
Integrated Deliverables:
Landing Page: A dedicated online space that furthered the conversation, provided educational content, and encouraged visitors to learn more about effective period pain relief.
Digital Assets: A suite of digital content was created for social media, partner websites, and other digital channels to amplify the campaign message.
Tone and Language: Employed unfiltered and candid language to confront the taboo around period pain head-on, breaking through the comfort zones that typically surround discussions of this nature.
Engagement: By leveraging provocative visuals and relatable narratives, the campaign fostered a sense of solidarity among Australians, empowering them to speak openly about a subject that affects a significant portion of the population.
IMPACT & LEARNINGS
Breaking Barriers: The campaign successfully initiated conversations around period pain, challenging long-standing social taboos.
Audience Connection: By using raw language and thought-provoking illustrations, the campaign resonated with audiences, fostering a more honest dialogue about period pain.
Empowerment: The message empowered individuals to acknowledge their pain and seek effective solutions rather than hiding behind ineffective excuses.
Brand Establishment: Despite being a new entrant in the Australian market, Ponstan quickly positioned itself as a relevant and empathetic solution for period pain, paving the way for future growth (without needing to change the packaging).