Periods are natural, but society still uses them to dismiss women’s emotions, opinions, and behaviors. When a woman is assertive or confident, the default judgment often becomes “she must be on her period,” reinforcing stereotypes and undermining her credibility.

Create a campaign that directly calls out and challenges these biases. Use real-world reactions and a social experiment to expose how quickly people fall into the stereotype, then reframe the narrative by empowering women to assert their voice and identity beyond menstrual stigma.

#ItsNotMyPeriod. A digital and social movement showing that confidence, strength, and emotion aren’t symptoms. They’re personality, agency, and power. Through social experiments, videos, and user-generated statements, the campaign encourages women to reclaim the narrative: “It’s me. It’s not my period.”

The campaign sparked a cultural conversation, calling out bias in a way audiences couldn't ignore. Nearly 2M views in weeks and strong social participation turned a stereotype into a shared stand for women’s confidence and credibility. U by Kotex strengthened its role as a bold, honest brand pushing for real change in how society talks about periods and about women.