This work is relevant for Healthcare Product Innovation because the impact of the introduction of tampons for trans men contributes to accepting diversity, inclusivity, and equality for the trans community. It refrains from diminishing women's menstrual issues, aiming to broaden the conversation to include everyone experiencing menstruation. Gender dysphoria occurs when there is a conflict between the sex you're assigned at birth and the gender with which you identify. Trans men (who were born as women) continue experiencing menstrual cycles because they don't want hormone replacement, so menstruation can continue as normal. Asexuals and non-binary people can also have periods.

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.

INTENTION: FOR MENstruation 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.

ADAPTATION OF AN EXISTING PRODUCT: The tampon doesn't differ from a regular tampon, its innovative packaging, contrasting with the typical designs of feminine artwork and pink motifs, comes in a 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.

RESEARCH AND CONSIDERATIONS:

Specifically for this campaign, we brought 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 Gender Studies University of Helsinki, Deputy Board member Trasek (a Finnish NGO supporting gender diversity).

MATERIAL AND COMPONENTS:

Vuokkoset products in the 100% Bio range bear the European Union Ecolabel. The key tag is a sign that the products are manufactured in Finland and employ Finnish workers. The Allergy, Skin, and Asthma Association grants the Allergy ID to impartial, tested, and safe materials. 100% organic cotton, biodegradable tampon without inserter.

Suitable for normal leakage.

Absorption capacity: 3X

Package size: 16 pcs

Sswan-labeled and developed in cooperation with the Allergy, Skin, and Asthma Association.

USER INTERACTION AND IMPACT: 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. Menstrual products—from visuality, to advertising & store location—are uniquely feminine. It’s time to acknowledge the existence of other menstruating individuals.

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, with more than 14 million social interactions, never before achieved by any brand in the category in Finland.

Proceeds were donated to gender diversity NGOs. 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).

The new product was also supported by cis-women, becoming a symbol of solidarity for the entire trans community worldwide. Endorsed by PRIDE Helsinki, the biggest organization in the country in charge of the yearly parade.