This work is relevant for Glass: The Lion for Change 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. Gender dysphoria occurs when there is a conflict between the sex you were assigned at birth and the gender with which you identify, causing distress, depression, and anxiety. Trans men (who were born as women) might continue to experience menstrual cycles because they do not want hormone replacement therapy, 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.

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.

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. By changing attitudes and broadening perspectives, we can also stamp out discrimination against gender minorities. The least anyone can do is to understand that periods do not define womanhood and understand the diversity behind them. 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.

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.

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.

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.

RESEARCH AND 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 pitched to, 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.

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.

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. 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).