Cannes Lions

FOR MENstruation

TBWA\Helsinki, Helsinki / VUOKKOSET / 2024

Case Film
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

Besides the discrimination, anti-gender campaigning, and hate speech, another issue that transgender individuals face is the lack of products specifically designed for the trans community. Tampons aren't gendered, but there's a general assumption about who uses them, and you can gauge that by which bathrooms they appear in, and the tone and appearance of their packaging and marketing. But it isn't just women who menstruate: trans men and non-binary people can also do it. 93% of transgender men have experienced dysphoria in direct relation to menstruation. That's why Finnish hygiene brand Vuokkoset has launched a tampon specifically designed for transgender men, created to relieve distress and better match their gender identity.

Idea

IDEA: redefine and redesign the traditional visual language of menstruation products, by launching a tampon specifically designed for transgender men, created to relieve distress and better match their gender identity.

Strategy

PRODUCT TARGET GROUP: Trans men and non-binary people who experience menstruation.

SECONDARY TARGET: General public and media interested in gender equality for trans individuals.

APPROACH:

Specifically for this campaign, we brought 2 third-party consultants to help us objectively assess our goals and creative execution: DAKOTA ROBIN, Certified Human Rights Trainer, Public speaker, LGBTIQA+ consultant; and JULIAN HONKASALO, PhD, professor in Gender Studies University of Helsinki, Deputy Board member Trasek (a Finnish NGO supporting gender diversity).

The initiative was also approved and endorsed by PRIDE Helsinki, the biggest LGBTIQA+ organization in the country, leader in gender equality, and in charge of the yearly pride parade in Finland.

Execution

Contrasting with the typical designs of feminine artwork and pink motifs, the 16-pack masculine product comes in a steel blue box with the words “FOR MEN” cleverly designed in the front of the box, while characters “STRUATION” smartly complete the design across the packaging, all in sleek block san-serif letters.

Placed in Kesko Supermarket, one of the biggest chains in Finland (which is also a client of the creative agency, which facilitated the product distribution nationwide).

Launched on November 15, 2023, to commemorate 2023's Transgender Awareness Week. Proceeds with benefit Trasek, an NGO dedicated to gender diversity and sexual health.

Outcome

First batch of the product (2000 units) SOLD OUT in 1 week.

By the time of this submission, it had been covered by media in 89 countries -and counting- achieving an outstanding 1 billion media reach with 0€ in media investment, and with more than 14 million social interactions, never before achieved by any brand in the category in Finland. The new product was also supported by cis-women, becoming a symbol of solidarity for the entire trans community worldwide. To make its impact even bigger, the proceeds were donated to gender diversity NGOs. The cultural impact was huge, reaching unprecedented success for an initiative supporting the trans community. FOR MENstruation does NOT replace the tampons for women in traditional packaging. Starting in May 2024, a third product line has been included, a completely neutral tampon, so the brand will fully cover FOR WOMEN, FOR MEN, and FOR ME (gender neutral).