Thinx asks if we all had periods, would we be more comfortable talking about them?

Although the conversation around menstruation and the monthly considerations it entails has opened up slightly in the past few years, it's still not a topic that's widely contemplated by everyone.

To counter this, Thinx Inc., the period solutions company behind Thinx period-proof underwear, puts forward the question “If we all had periods, would we be more comfortable talking about them?” in smartly put together commercial MENstruation.

Drafting in the talents of BBDO New York and director Rachel McDonald, the spot put men (specifically cisgender men) in situations people with periods experience and know all too well, including a boy telling his dad ‘I think I just got my period’, a man asking his colleague ‘hey man, do you have a tampon?’ and a sleeping fella rolling over in bed to reveal he left a blood stain on his sheets.

Maria Molland, CEO of Thinx Inc., said of the campaign, “People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal. In our first national television campaign, we are imagining the answer to this question: If all people had periods, including cisgender men, would they be normalized? Would we be able to talk openly about them, without shame?  Half the population does have a period, and we want to broaden the conversation to everyone, no period required.”

“Our goal was authenticity and empathy,” adds Crystal Rix, Chief Strategy Officer of BBDO New York. “So much of the industry and culture uses ridiculous euphemism to talk about periods. We wanted an honest and sincere attempt to build understanding and empathy for people with periods.”