A Period Shouldn’t Cost This Much
The challenge
Make the consequences of period poverty feel immediate and give people a reason to donate. For Menstrual Hygiene Day, CARE Canada needed a campaign that challenged stigma without reinforcing shame or relying on saviour narratives.
The idea
We turned familiar period product packaging into a statement about the cost of going without. Product names became consequences: Missed School. Lost Pay. Lost Dignity.
The idea used the visual language of everyday shopping to expose an inequity too often overlooked. Bold typography and restrained art direction let the message carry the weight, making the consequences clear without sensationalizing the people affected.
The work
A flexible packaging system connected campaign design, social media and fundraising communications. Designed to extend from posters to shelf displays, the concept made the hidden costs of period poverty visible and gave audiences a direct reason to support CARE’s work.
The impact
Strong numbers for CARE, the campaign raised nearly $30,000 and brought more than 3,400 people to the campaign landing page. It also generated donations through Meta, a channel that had not produced gifts for CARE in years.
Services
Campaign strategy, creative direction, messaging, campaign design, social media, experiential concept development.
