Finalist
Just a Period
by Lark for Wellbeing of Women
Summary of work
Millions of women experience severe period pain or heavy bleeding, but many are dismissed and told it’s “just” their period. Wellbeing of Women needed an empowering campaign to tackle this stigma and help women get the care they need.
Despite a razor-thin timeframe (and budget), Lark delivered a complete campaign, including a hero video focusing on four women and the life-changing impact periods can have, plus separate case study videos for each.
We developed the majority of campaign visuals using input from Wellbeing of Women’s online community. We also created a series of educational articles for their new online period ‘hub’, social adverts, a TikTok video and a social media toolkit.
Just one month after launch, all major targets set by the charity had been beaten. Feedback was overwhelmingly positive, and the campaign gave Wellbeing of Women greater engagement than any of their previous communications.
Although Wellbeing of Women is a small charity – without the usual budget for TV advertising, DOOH, radio or other channels – together, we produced a campaign that garnered national media coverage. Most importantly, it’s now helping thousands of women and girls access the right treatment and advice.
Judges’ comments
Lark and Wellbeing of Women created a worthy campaign that echoed the voices of real women and demonstrated great creativity throughout. The judges noted that the campaign’s objectives and outcomes were well achieved, with strong influences from research and insights within its campaign messaging.
