BACKGROUND
Nearly half of Slovak women experience period poverty, yet the issue remained largely invisible. With no government action, Tesco decided to make it impossible to ignore.
INSIGHT
Women who can’t afford period products are sometimes forced to cut pieces of cloth and use them instead of pads - a hidden act of shame nobody sees.
Nearly half of Slovak women experience period poverty, yet the issue remained largely invisible. With no government action, Tesco decided to make it impossible to ignore.
INSIGHT
Women who can’t afford period products are sometimes forced to cut pieces of cloth and use them instead of pads - a hidden act of shame nobody sees.
IDEA
We turned this hidden act into a public one.
The Period Dress was a dress designed to be cut. Women, influencers and journalists cut pieces from it publicly, transforming an act usually hidden in bathrooms and bedrooms into a bold symbol of period poverty.
The dress became the campaign itself - appearing in stores, OOH, TV, social media and live in front of the press. Every cut made the invisible problem more visible, turning a hidden act of shame into a nationwide call for change.
We turned this hidden act into a public one.
The Period Dress was a dress designed to be cut. Women, influencers and journalists cut pieces from it publicly, transforming an act usually hidden in bathrooms and bedrooms into a bold symbol of period poverty.
The dress became the campaign itself - appearing in stores, OOH, TV, social media and live in front of the press. Every cut made the invisible problem more visible, turning a hidden act of shame into a nationwide call for change.
Awards
Bronze — ADC*E
Bronze — Golden Drum
Finalist — New York Festivals
Shortlist — Effie Best of Europe
Winner — SABRE Awards EMEA
2× Gold — World PR & Communication Awards
Gold — Indie Awards
Gold — Effie Slovakia
3× Silver, 2× Bronze — Golden Nail (ADC Awards Slovakia)
Silver, Bronze — Digital Pie
Bronze — PROKOP
Gold, Silver — Zlatý Středník
Bronze — Golden Drum
Finalist — New York Festivals
Shortlist — Effie Best of Europe
Winner — SABRE Awards EMEA
2× Gold — World PR & Communication Awards
Gold — Indie Awards
Gold — Effie Slovakia
3× Silver, 2× Bronze — Golden Nail (ADC Awards Slovakia)
Silver, Bronze — Digital Pie
Bronze — PROKOP
Gold, Silver — Zlatý Středník
