Menstrual products are very expensive in France. In a woman’s life, period-related expenses average around €8,000 *, an amount that sometimes leads the most financially insecure women to choose between their personal hygiene expenses and buying food.
Règles Élémentaires, an organisation that assists women in need with menstrual management, teamed up with Serviceplan France on a poster campaign highlighting the problem it calls menstrual insecurity, which affects 1.7 million** women in France.
Their Menstrual Credit campaign is a fictional product to finance periodic protection throughout the life of women, a loan that looks like a real banking product.
The poster campaign advertises an imaginary menstrual credit at the rate of 13.7% Fixed APR.
The campaign was launched in France on October 29 with around 100 billboards.
Notes to Editors:
*Source: Information report on menstruation of February 13, 2020 from the Delegation for Women’s Rights and Equal Opportunities between Men and Women of the National Assembly.
** 1.7 million: this is the number of women in France who are victims of menstrual insecurity and lack intimate hygiene products (source: IFOP, 2019).
Client: Règles Élémentaires
Client Team: Tara Heuzé-Sarmini & Laura Pajot
Creative Director: Daniel Perez
Creative Team: Aurélien Bigot & Benjamin Le Coz
Art Director: Tram-Ahn Nguyen
Account Directors: Delphine Abou & Anïa Mouvet
Media Agency: Mediaplus