The Case for Her PSA Campaign

Business Challenge: The Case for Her is a nonprofit organization that focuses on targeting the stigma of menstruation. How can we broaden the target to millennials, create awareness and refrain from using shocking/gory imagery?

Key Insights: Women often feel out of place because of their periods, and are subject to myths and stereotypes that are hurtful, false and sometimes even dangerous to their livelihood. Because men are never formally taught about menstruation or the female body in general, they lack the knowledge and sensitivity to understand what women go through. What if there was a way to show men what menstruation really is?

Big Idea: Ignorance is not cute. The highly sexist myths surrounding menstruation are just proof that there is a lack of conversation about the female menstruation cycle- and that conversation will start today.