U By Kotex's 'Its Not My Period' Reframes a Myth About PMS

By: Laura McQuarrie - Sep 16, 2016
References: ubykotex & marketingmag
Feminine care product brand U By Kotex's 'It's Not My Period' campaign takes the emphasis away from pads, tampons and other menstruation supplies and refocuses on women. In particular, the campaign tackles the misconception that women tend to behave "badly" when they are experiencing their time of the month.

The commercial begins by saying "If I asked you: 'How is a woman on her period?' What would you say?" and launches into a list of negative decscriptors that are commonly brought up, such as "bossy," "explosive" and "drama queen." The campaign then goes on to flip these stereotypes with words like "perfectionist," "visionary" and "loving," with an emphasis that 'It's Me #ItsNotMyPeriod.'

In recent years, commercials that deal with menstruation and other topics related to women's health are using comedy or inspirational messages to change the tone surrounding talk of monthly cycles from shameful to empowering.