Cycle

Free from plastics, pollutants, and preconceptions , ‘Cycle’ is designed with packaging that takes everybody who menstruates into consideration. The aim was to:

1. Reframe the societal narrative around periods – women are not the only gender that needs access to period care
2. Create positive impact on the acceptance and well-being of the transgender and non-binary community.
3. Spark meaningful conversation about the importance of period inclusivity, and by extension, of period inequity in for all walks of life.

Gender representation in the period care industry is unfair. Transgender and non-binary people form a sizable community whose needs are poorly understood by the period care industry and society at large. Roughly 60% of these are trans men, and they have to face a hyper-feminine period care market every day, that makes them feel ashamed and fearful. Grounded in this insight, the idea was to create a product experience designed to address the lack of inclusivity in the category. To help us do that and to ensure our message was translated as effectively as possible we asked three transgender & non-binary influencers – Jamie Raines, Kenny Ethan Jones and Siufung Law – to be part of the campaign. We would ask them to tell us their own story “Behind the Period” in a documentary style film.