2024
Self initiated
Self initiated
Brand Identity
Campaign
Packaging
Campaign
Packaging
Brief
Increase awareness and diagnosis of bleeding disorders in people suffering from abnormal menstrual bleeding.
Increase awareness and diagnosis of bleeding disorders in people suffering from abnormal menstrual bleeding.
Overview
A concept campaign to get people to recognise if their period is abnormal. There are at least 35,000 women and girls in the UK living with an undiagnosed bleeding disorder, with most people experiencing heavy and prolonged menstrual bleeding. A red carpet event creates a platform for discussion and celebration.
A concept campaign to get people to recognise if their period is abnormal. There are at least 35,000 women and girls in the UK living with an undiagnosed bleeding disorder, with most people experiencing heavy and prolonged menstrual bleeding. A red carpet event creates a platform for discussion and celebration.
Insight
The discussion needs to go beyond close
relatives as they can also suffer from similar genetic symptoms believing they are ‘normal’.
The discussion needs to go beyond close
relatives as they can also suffer from similar genetic symptoms believing they are ‘normal’.
Vip
Very inconvenient period
Very inconvenient period
Research
Around one in 2,000 men, women, and children in the UK have a diagnosed bleeding disorder, which is almost always inherited. There are at least 35,000 women and girls in the UK living with an undiagnosed bleeding disorder, with most experiencing heavy and prolonged menstrual bleeding. People with this disorder may soak through sanitary protection every two hours or less. (Haemophillia society)
Around one in 2,000 men, women, and children in the UK have a diagnosed bleeding disorder, which is almost always inherited. There are at least 35,000 women and girls in the UK living with an undiagnosed bleeding disorder, with most experiencing heavy and prolonged menstrual bleeding. People with this disorder may soak through sanitary protection every two hours or less. (Haemophillia society)
There is a lot of shame surrounding discussions about periods. According to Always, 85% of young people have tried to hide the fact that they’re on their period from those around them. This highlights the importance of encouraging people to talk about their experiences.
Many people discuss their symptoms with family members. Since bleeding disorders are often hereditary, people may be comparing their experiences with family members who also have abnormal symptoms.
Strategy
Giving priority to those who need it, the campaign shines a spotlight on the topic, elevating its status. As it is a sensitive issue, it needs to feel serious, informative, yet approachable and conversational.
Many people discuss their symptoms with family members. Since bleeding disorders are often hereditary, people may be comparing their experiences with family members who also have abnormal symptoms.
Strategy
Giving priority to those who need it, the campaign shines a spotlight on the topic, elevating its status. As it is a sensitive issue, it needs to feel serious, informative, yet approachable and conversational.
People enjoy the idea of being a VIP—it alludes to importance, priority, and being recognized. Being a VIP on the red carpet is both admirable and exciting. The red carpet metaphor is used to play with the idea of a heavy period, linking an event that elevates people to one that celebrates their stories and spread awareness. Interviews often reveal insider facts, and this concept parallels the personal, often hidden nature of bleeding disorders.
The campaign uses the language of the VIP world and periods to educate and encourage conversation. It continues with follow up information in the form of a newsletter every
28 days, as well as special events and screenings (informative videos).
The campaign uses the language of the VIP world and periods to educate and encourage conversation. It continues with follow up information in the form of a newsletter every
28 days, as well as special events and screenings (informative videos).
Design
The design serves as a constant reminder of the challenges faced by people with heavy menstrual bleeding. The bleeding is difficult to control and often bleeds through borders. Two shades of red are used to represent new and old blood.
A serif typeface was an appropriate choice as it evokes the style used by luxury fashion houses and prestigious awards like BAFTA—providing a classic and traditional feel. The typeface Exposure by 205 Type Foundry demonstrates the range of bleeding, from near-illegibility to legibility back to near-illegibility, while still maintaining its identity and character. The design is also influenced by the shape and form of period products throughout.
The design serves as a constant reminder of the challenges faced by people with heavy menstrual bleeding. The bleeding is difficult to control and often bleeds through borders. Two shades of red are used to represent new and old blood.
A serif typeface was an appropriate choice as it evokes the style used by luxury fashion houses and prestigious awards like BAFTA—providing a classic and traditional feel. The typeface Exposure by 205 Type Foundry demonstrates the range of bleeding, from near-illegibility to legibility back to near-illegibility, while still maintaining its identity and character. The design is also influenced by the shape and form of period products throughout.
Typeface Exposure, 205TF