Tension: Women are made to believe their period is something they should hide from others, especially men. This belief perpetuates the idea that a period is embarrassing.

Solution: U by Kotex is calling bullshit on blue liquid by telling the bloody truth — having a period doesn’t hold women back.

Accolades via Wall Street Journal, People Magazine, The Hill, Fortune, etc

0:15

SPEC bleeding billboard that would be synced to the monthly cycle of professional athletes, and would look like a Nike or Under Armour ad for three weeks but then would bleed for a week into U by Kotex messaging.

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ECD: Amy Ditchman

ACD: Nick Senior

CW: Demetri Pascoe

AD: Dave Zeller