Men still have horrid ideas about periods, but then so do far too many women. According to the newest research, almost half of Australian women do not fully understand their periods and one in five admit they feel embarrassed, ashamed or judged talking about menstruation.
Until women are OK about their periods, no one will be. So personal care brand Moxie has partnered with ad agency, Taboo, to launch The Moxie Periodic Table, an online resource for no bullshit, no social stigma, no nonsense, no embarrassment information.
The Moxie Periodic Table is a totally uncensored period guide. Its aim is to make menstruation easy(er) for everyone. It includes tips and tricks from a team of experts including sexologists, gynaecologists, nutritionists and fitness gurus, who answer everything from ‘WTF is a menstrual cup?’ to ‘Am I still a virgin if I use a tampon?’. There are more than 60 pieces of content included already and more underway – including comedy skits by Emma Holland, playlists by musician Kira Puru and advice from sexologist, Chantelle Otten, on everything from ‘outercourse’ to period-friendly sex toys.
To kick start the project, Moxie founder, Mia Klitsas, treated Melbourne commuters to a helpful and practical tip for reducing period cramps.
The ongoing project will run on social media and street posters across Melbourne and Sydney with a PR campaign led by Alt/Shift, all driving to the Moxie Periodic Table microsite.
Mia Klitsas, co-founder and chief executive officer of Moxie, commented, “It’s astounding that in the year 2020, people are still uncomfortable when it comes to talking about periods. This is leading to a lack of communication, which in turn is having a damaging effect on people’s understanding of their own bodies. Women are not getting the support and information they want and deserve; but we are here to change that.”
Matilda Hobba, general manager of Taboo, added, “This is a really important project for us to share with young women. If we can help to make this monthly reality a little less daunting and a little more light-hearted, we’ll have done our job. Importantly, The Moxie Periodic Table is a resource that will live on and evolve in line with what our community needs; it’s a place where people can ask all their wildest and most confronting questions – and receive honest, caring and respectful answers in return”.
In addition to launching The Moxie Periodic Table, Moxie has announced a partnership with women’s charity, Share the Dignity. Throughout the month of March, for every menstrual cup purchased on the Moxie e-store at moxie.com.au, Moxie will donate a menstrual cup to an Indigenous woman or girl living in a remote community.
Credits:
Agency: Taboo
Executive Creative Director: Nick Jamieson
Creative Director: Matt Heays
Copywriter: Claudia Sarosiek
Art Director: Steph Kitchin
Producer: Christina Meunier
General Manager: Matilda Hobba
Strategy Director: James Mackinnon
Senior Strategist: Tatum Ambler
Strategist: Diva Gattani
Account Manager: Chloe Herbert
Animation & Motion Graphics: Jumbla
Video Production: Magnetiser
Public Relations: Alt/Shift
Web Development: Blackbelt
Client: Moxie
Chief Executive Officer: Mia Klitsas
