It’s me #ItsNotMyPeriod

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

Client
U By Kotex Canada

Agency
Ogilvy

My role
Concept development, and defined the tone of voice across all pieces. Worked closely with marketing and business teams in Canada to ensure the campaign launch aligned with the intended creative direction.

The Brief

  • Problem

    Periods are natural, but society still uses them to dismiss women’s emotions, opinions, and behaviors. Reinforcing stereotypes and undermining her credibility.

  • Solution

    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.

  • Idea

    #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.”

  • Impact

    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.

Social

Prints

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.

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, it was loved by women.

U by Kotex strengthened its role as a bold, honest brand pushing for real change in how society talks about periods and about women.

Awards & Recognitions

North American Effie Awards
2 Silver

2018

Best of Ogilvy - Company’s best campaigns worldwide

2017

Festival Ojo de Iberoamérica
1 Silver & 4 Bronze

2016