CAMPAIGN 🪐
Own The Red
2019
Concept
Period blood is beyond normal.
The Own the Red campaign was conceptualised for the launch of Pee Safe 100% Organic Cotton and Biodegradable Sanitary Pads around World Menstrual Hygiene Day in May 2019. The thought for this campaign was conceived keeping in mind the taboo associated mnstruation/periods and the lack of conversation around it. #OwnTheRed began to empower menstruators and to help them understand that periods aren't something to be ashamed of and period blood isn't something to hide.
The brand
When life gives you blood, own it.
No Shame
There’s no shame about menstrual blood even though mainstream advertisements try to portray otherwise when using blue liquid instead of red. The inspiration behind this campaign is to empower all the women and urge each and every one of them to take the right decision for your body and for our environment by using eco-friendly options for your period.It's time we own our period by being more responsible towards our bodies and our environment. It's time to do it the natural way.
Credits
Role : Designer, Creative Director
(This work was done during my full-time stint as Creative Director at Pee Safe)
Copywriter : Ishitaa Sachdeva
Photography : Areezs Ganddi
Videography : Nudo Films
Illustration : Chaitanyaa Sachdeva