Period outdoor takeover

How do you break the taboo around menstruation in public space? Book a huge amount of outdoor ads, all with the same message: Period!

Menstruation has been, and still is in many places, a sensitive issue associated with shame despite the fact that around 800 million women menstruate every day. Stigma and lack of understanding limit the lives of girls and women when they are menstruating.

It's time to break the menstrual taboo. But how?

You book over 4,500 outdoor ads that are visible all over Sweden and Norway. The population of 15 million inhabitants noted a simple message: Period and a new kind of solution, period-proof panties.

Female Engineering® is a brand developed by Swedish fashion company Lindex underwear experts together with scientists and material pioneers. A result of a collaboration between brilliant women, on a mission to change our lives, and our planet, for the better.

The period-proof panties are a trustworthy companion in your everyday life. They absorb menstruation blood, prevent leaks, control smell and wick moisture. So you can stay comfy and dry through both lighter and heavier days.

‘In 200 years, only three innovations in menstrual protection have reached the broad market, the pad, the tampon and the menstrual cup. It shows that women's health and needs have not been prioritised, but today major investments in femtech are changing this and where the period panty is a real “game changer” which is also sustainable’, says Solgun Drevik, pioneer in femtech and responsible for research & development for Female Engineering.

No more taboo. Period!