This work is relevant for the Design category because the impact of the introduction of tampons for trans men resides in its huge role in contributing to the dialogue of acknowledging and accepting diversity, inclusivity, and equality for the trans community. It refrains from diminishing women's menstrual issues, instead, it aims to broaden the conversation to include all people who experience menstruation. Menstrual products—from visuality, to advertising & store location—are uniquely feminine. It’s time to acknowledge the existence of other menstruating individuals. Proceeds with benefit Trasek, an NGO dedicated to gender diversity and sexual health.

Yes, it’s a completely new product. It does NOT replace the tampons for women in traditional packaging. Our intention is not to take attention away from women's health issues. We aim to broaden the conversation to include all people who experience menstruation. Starting in May 2024, after listening to the comments of the public and to better address the needs of our customers, 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).

93% of transgender men report experiencing gender dysphoria—psychological distress from a mismatched gender identity assigned at birth—related to their menstrual cycles. Tampon for Men is a response to this distress. It has the same functionality as regular tampons, where it differs is its message and packaging avoiding feminized imagery making it more inclusive in line with trans men identity.

Finland is finally making progress in their legislation. In 2022, the Finnish government made plans to amend Finland’s trans law, which required trans people who wish to legally change their gender identity to undergo sterilization for the state to recognize their gender.

According to the 2022 Trans Health Map, while the Finnish Government is willing to pass more progressive legislation, compared to other countries like Ireland, Finland still has a long way to go in terms of providing more access to gender-affirming healthcare.

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.

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.

CONVENTION: Stereotypical feminized imagery and traditional views on periods and menstruation.

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.

BRAND RELEVANCE: Vuokkoset is one of the most progressive brands in the Nordics, believing that taking a close-minded approach to periods may cause headaches and identity issues under its brand philosophy “Periods are not a gender issue”. Trans women may experience discrimination and have their womanhood criticized because they don’t have periods. Periods aren’t just an issue for women, as trans men and non-binary people may also have a womb and periods.

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

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 endorsed by PRIDE Helsinki, the biggest organization in the country in charge of the yearly pride parade.

Launched to commemorate 2023's Transgender Awareness Week, the campaign aired to support transgender men experiencing gender dysphoria due to their menstrual cycles.

Proceeds with benefit Trasek (gender-diversity NGO).

The first batch of the product (2000 units) was 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 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.