we speak the new language of periods

we speak the new language of periods

Since forever, periods have had their own universal language — spoken and unspoken — that all menstruating people (and even their loved ones who don’t have periods) become fluent in.

words matter when it comes to menstruation, That’s why Thinx Teens is talking about it candidly in our latest campaign, The New Language of Periods. It’s time to transform the words we use — and set a new status quo for the next generation.
how a new generation thinx.

art direction: puteri cardinale
content lead: meg loughman
creative directors: tiffany washington, cheena jain
brand director: sara plotkin
senior graphic designer: cass sachs-michaels
graphic designers: kelly conklin, rin johnston
producer: khira goins-paxton
production company: see me creative
stylist: marita owens

roll out.

this campaign rolled out in paid and organic social, PR, our community #thinxleaders and ambassadors, retailers, our website and more.

we shot 7 15 + 30 second videos and also shot photos on film. we wanted to try something different that highlighted teen and parent relationships with the new generation of menstruator, especially their relationships to period care.