THE BRIEF
Social campaign that brings to life ‘Live Fearless’ enabling us to address V-Zone taboos in a culturally relevant & acceptable way.

THE CAMPAIGN
We want periods to live inside pop culture in such a way that you can’t even tell the difference anymore. We want to create a world where they’re celebrated as the life affirming force that they are. We want women of the Middle East to be 
#BLOODYPROUD

Imagine a world where getting a period was as celebrated as getting a new pair of Supreme sneakers?
Where girls would talk about it as openly as they do their ‘haul’ from Pretty Little Thing.
Where artists, designers, singers, rappers, actors, talk show hosts, and influencers spoke about them as openly as they do their green smoothies, their new fitness regime, their hair stylist.

KEY VISUALS Illustrations

The Walk of No Shame

When we buy pads in the shop, you’ll be given a plastic bag to hide it in.
You’ll hardly ever see influencers or celebrities talking about them.

So we say, let’s start a movement. No more covering up our purchases with shame. No more hiding pads in our sleeves to go to the bathroom.
Let’s make periods trendy.
We want to partner with artists and designers to create a limited edition series of bags for you to carry your pads with pride.

PROUD PERIOD

PERIOD JEWELRY & FASHION
We also want to partner with a jewelry designers to create a #BloodyProud range of dresses & jewelry.
These beautiful pieces can create a new culture, where young girls get given something to celebrate their first period.

POP CULTURE
To further place ourselves in the pop culture category, we’ll leverage other brands that are already thriving in
the space. 
We’re inviting ourselves to the party through events such as Sole DXB and music and cultural festivals in the respective cities to create products with the theme of BLOODY PROUD.
Think: Nike X Nana / Adidas X Nana / Valentino X Nana

HUB VIDEOs

We’ll create a series of interviews of the artists designing the bags.
Ex: Raphaelle Macaron (lebanese comic book artist)
#BloodyProud

SOCIAL MEDIA TOOLS

We created a series of stickers and filters for social media, plugging our pride into audience-relevant spaces.

HELP Content

As part of the movement, we want women to feel #BloodyProud about everything period-related. To do this, we want to partner with influencers to create 
THE BLOODY PROUD SERIES, a webisode / podcast series where influencers will get to talk about a taboo topic of their choosing.
From hormones to hair to cycles and more. We’re here to normalize these topics.

CHAT BOT

24/7 questions answered
Not knowing something is often the most dramatic part. And where do we go when we don’t know something? Online!
We want to create a chatbot where women can anonymously ask and find out answers to the questions that are causing drama in their lives.