New Period Piece PSA Campaign from TBWA\Chiat\Day

Creative agency TBWA\Chiat\Day LA partnered with PERIOD, a global youth-fueled non-profit organization that strives to eradicate period poverty to raise awareness of this global issue.  

Period Action Day took place on October 9th where rallies across the US took place. With the support of PERIOD, Gov. Gavin Newson signed the bill that California public schools and colleges were required to provide restrooms with free menstrual products, marking the latest state to adopt affordable access to menstrual products and achieve menstrual equity. 

Leveraging the insight that period poverty is old fashioned and it’s like living in the old ages, Period Piece PSAs taps period actors, activists, influencers and comedians including Drunk History’s Sarah Burns, Les Mis Actor Nick Cartell, Black Lady Sketch Show’s Nay Nay Kirby, Actress Yvette Nicole Brown, Comedian’s Thanyia Moore and Ryan Asher, The Period Expert and TikTok influencers including Dr. Jennifer Lincoln, among others to create films on social (TikTok and IG) to lean into the shocking reality that it is 2021 and period poverty should be a thing of the past. 

These parody-style monologues teach people about period poverty all based in 17th through early 19th century wardrobe using #PeriodPiecePSA. We created a toolkit for anyone to join in on the movement. A hero image can be found attached and a photo from one of the rallies that took place across the US this past Saturday on Period Action Day. 

Additionally, TBWA\Chiat\Day LA created a film The Red Plague for the Period Piece PSAs campaign.