It’s me #ItsNotMyPeriod by Kotext Canada

How do you turn something that's been used against women into something that empowers them?

The Brief

  • Problem

    For a long time, women’s periods have been used to justify, explain, and mock their behavior. Every time this kind of labeling occurs, it dismisses and undermines what women think and feel.

  • Idea

    We launched a global campaign to show the world that women’s period doesn't define them, they do.

Viral Content | Brand Purpose | Social Impact | User Generated

2M Views
on Launch

#Itsnotmyperiod started a cultural conversation about gender bias that audiences couldn’t ignore. It generated nearly 2M views within the first week and drove strong engagement across social media.

A young woman with dark hair, wearing a denim jacket, is shouting into a megaphone at a protest. She holds a microphone in one hand and the megaphone in the other. Behind her, a crowd of people is holding signs with messages like 'We Are!', 'Together We're Stronger,' and 'To Get There.' The overlay text in bright pink says 'IT'S MY POINT OF VIEW #ITSNOTMYPERIOD'.
A woman in athletic clothing holding a tennis racket, appearing frustrated or upset, with the text 'IT'S MY AMBITION #ITSNOTMYPERIOD' in pink letters.
A woman smiling at a mirror with lights, holding a bouquet of flowers, with another person facing her. The scene suggests a makeup or dressing room. Text overlay: 'IT'S MY PASSION #ITSNOTMYPERIOD' in pink.

From Awareness to Action Turning Stories Into Social Impact

We created an online platform where women could generate their own #ITSNOTMYPERIOD statements in four simple steps and instantly share them across their social media profiles, transforming personal experiences into a collective voice against stereotypes.

The campaign was celebrated by the press,

Two smiling people, a man on the left and a woman on the right, sitting indoors with a blurred background, with overlay text about an ad for Refinery29.
Side view of a woman with dark, short, asymmetric hair and tattoos on her shoulder and neck, sitting in a consultation room, with a quote overlayed that reads 'A clever way to make the clichés disappear.' Marie Claire logo.
Screenshot of numerous Facebook comments discussing women's menstrual cycles, with positive and supportive messages about menstruation and marketing, featuring profile pictures of various users.

but more importantly, women loved it.

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Awards & Recognitions

North American Effie Awards
2 Silver - Personal Care & Youth Marketing

Best of Ogilvy - Company’s best campaigns worldwide

Festival Ojo de Iberoamérica‍ ‍
4 Silver & 1 Bronze