After kicking off its ‘No More Period Dramas’ campaign earlier this year with a comical Bridgerton-style TV advert, organic and sustainable period care brand Here We Flo has expanded its reach in a bid to de-stigmatize periods and instead celebrate life’s ‘messiest moments’.
The latest Here We Flo initiative involved customers submitting their most cringe-worthy ‘period dramas’ to be boldy displayed on a bright pink van which then toured the streets of Central London. Stories included: I leaked on my boyfriend’s parent’s sofa and blamed the cat; Kids announced: Mummy’s got a nose bleed in her knickers again; I leaked during a Westlife concert and had no idea until I got home; I accidentally left my used pad rolled up and stuck to my boyfriend’s parent’s sink.
we are driving conversation around a topic that is still not openly spoken about – despite being completely normal
“This was one of several activities we did around our ‘No More Period Dramas’ campaign to bring our TV ad off the TV and into the real world,” explains Susan C Allen, co-founder and chief brand officer. “For us this looked like re-envisioning other kinds of period dramas by talking to the people that inspire us the most: our amazing customers. So, we asked our ‘FLO Babes’ for their own funny, feminist and fierce period dramas, and they did not disappoint. In return we gave each person a year’s supply of FLO to say thank you. By blasting these dramas up on a moving billboard in bright, bold pink headlines, we are driving conversation around a topic that is still not openly spoken about – despite being completely normal.”
The brand also positioned Here We Flo posters across the capital displaying stats on just how many women experience their own period dramas following research conducted in January found that half of people have ‘leaked’ in a partner’s bed, one in four have ruined a towel on their period and one in five have made a noise to cover the sound of a tampon wrapper. In addition, 50% of Gen Zers ask their friends to check if they’ve leaked and one in four women feel awkward talking about periods, with 83% of people experiencing ‘The Leak Fear’.