Midol #TheRealReason

While at Lippe Taylor, I got to work on a campaign for Midol called #TheRealReason. After doing some research, we found that 84% of women experience intense period pain every single month. And that pain doesn’t stop when they have work, school, or social obligations. More than that, we found that 90% of menstruators feel like they need to make up fake excuses when canceling those plans due to painful period symptoms. After Midol’s No Apologies Period movement the year before, we now thought it was time to see what happened when people stopped making up period excuses and told the real reason for canceling plans.

My AD Partner and I were tasked with crafting and concepting storylines for a series of videos building off of the larger campaign. As well as implementing it on social media. (Which you can check out at the bottom of this page!)

ACD Team: Kristen Gaerlan & Mona Song

Art Director: Caleigh Ripp

Senior Copywriter: Steph Piperis (me)