Brief:
Get guys of all ages
Who are oblivious to tampon access issues
To empathize with period inequality
By making them aware of the problem in a way they can understand
The idea:
Toilet paper is free in public restrooms, so why aren't tampons? It's the same basic human need.
To help men understand what it's like to be forced to pay for something that's, well, basic, we partnered with Period Movement, an organization that works to create period equality.
We then built a coin-operated toilet paper dispenser designed to work like a pad and tampon dispenser and installed it in men's restrooms. If you need it, you gotta pay for it — just like tampons.
The stunt made an impression on men (and the media).
Results:
Total Impressions: 81.2M
Media Impressions: 10.3M
Featured in:
Adweek
Campaign
Glamour
Little Black Book
Global Citizen