We partnered with PERIOD.ORG to answer a simple question: if toilet paper is free in public restrooms, why aren’t pads and tampons?
Pads and tampons are a basic human need — just like toilet paper — and yet, in most restrooms they aren’t provided and if they are, they definitely aren’t free.
We want to change that.
To raise awareness for our fight to #FreeThePeriod, we knew we had to get everyone to understand what it feels like to be shit out of luck — with no access to the hygienic item(s) you need.
So, we built a coin-operated toilet paper dispenser and installed it in men’s restrooms — making our issue a pain in their ass.
By putting a niche issue in a wrapper everyone can understand, we got men AND women to demand that pads and tampons should be free and available in public restrooms.
Why We Made Men Pay for Toilet Paper:
Results
With zero media spend behind it, the video sparked an international conversation that earned global coverage.
Total Impressions: 81.2M
Media Impressions: 10.3M
WINNER: Communication Arts 2020 Digital Advertising — Gold
WINNER: The Shorty Awards — Best in Gender Equality
WINNER: The Shorty Awards — Best Pro Bono Campaign
We got love from the press:
And got people talking about period equality…
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Founder/Fearless leader: Steph Loffredo
Creative technologist: Zach Saale
ACD/Copy: Gari Cruz | Sr. Copywriter: Scott Muska
ACD/Art: Chelsea Anderson | Designers: Richee Chang, Hannah Shams