72andSunny finds a loophole to fight period poverty

In an attempt to challenge the lack of federal funding for menstrual products, the agency, along with several partners, has created Loopholes; a fictional cereal brand where the 'prize' in each box isn’t a toy, but a cycle’s worth of tampons and pads.

by Jamie Madge on 8^th March 2022

Menstrual Equity For All Act – Loopholes Cereal

Credits

Agency 72andSunny/Brooklyn
Production Company Yacht Club
Director Matt Morgan

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Credits

Agency 72andSunny/Brooklyn
Production Company Yacht Club
Director Matt Morgan
Live Action Production Schrom
Animation Method Studios/New York
Music Butter Music & Sound

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With nearly one in four menstruators struggling to access period care products and over 80% of teens saying they have missed school, or know someone else who has, because of their period, you would have thought the conversation about period poverty would be moot.

However, with no major federal funding and millions of families forced to choose between putting food on the table or putting period care products in their bathroom cabinets, the battle against period poverty is all too real.

Finding a cheeky solution, whilst neatly providing some excellent protest, is 72andSunny New York - the agency taking a stand with Loopholes, a fictional cereal brand where the 'prize' in each box isn’t a toy, but a cycle’s worth of tampons and pads.

Click image to enlarge

Made in partnership with nonprofits PERIOD., Free the Period, Ignite, No More Secrets and The Flow Initiative, sustainable period care brand, August, and plant-based cereal brand, OffLimits, Loopholes puts the severity of period poverty on people’s radar and directly calls on politicians and influencers to support the Menstrual Equity For All Act.

The campaign is launched with a hilarious spoof commercial for the product, created in-house at the agency, that's backed by a terrifically catchy jingle that not only burrows into your brain for the rest of the day, but also makes some pointed political proclamations.

“Period products are as necessary as toilet paper and food," comments Elaine Cox, Executive Creative Director, 72andSunny New York. "Not having access to them has lasting consequences. This is not just an issue for those of us who menstruate. It leads to missed days of school, it affects job performance, and leads to physical and mental hardships. It touches entire families. The solution is not a mystery. It’s time to address this ridiculous inequity and put an end to it once and for all.”.