This bloody annoying comment shows the bitter reality: Most Dutch people are still clueless about the menstrual cycle. Together with Libresse, women+, and Eveline, we cracked down on the taboo surrounding periods and put an end to this remark once and for all.
To break a stigma, you need to share experiences and perspectives. How do you employ experiences and perspectives from women+ to show the Netherlands how the comment can be damaging on a limited budget?
Sloganwear is the new speech. So, we tapped into T-shirt culture and partnered up with illustrator and activist Eveline Schram. The shirt Eveline designed represents the protest against this offensive remark and empowers the community to voice their perspective. And that’s reflected in the large number of (micro) influencers participating in the campaign for free.
Once we’ve created a buzz with the T-shirt collaboration, the campaign got picked up in big Dutch media like LINDA.meiden and Elle. The T-shirts were such a success that we started selling them online, donating all profits to a Dutch organisation that focuses on equality around menstruation.