Sport Your Period

Ideation - Single

2024

Rethink, Toronto, ON
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Executive Creative Director: Xavier Blais Writer: Andrée-Anne Hallé Art Director: Patrick Seymour Designer: Margot Brejon De Lavergnée, Janila Dargan Chief Creative Officer: Aaron Starkman, Mike Dubrick Chief Strategy Officer: Sean McDonald Motion Designer: Ignacio Florez Print Producer: Scott Russell, Jonathan Cesar, Frederick Bailleul Broadcast Producer: Chantal Wakil, Katia Dupuy Lead Strategist: Pascal Routhier Strategist: Anastasia Collet Account Services: Mélanie Châteauneuf, Gabrielle Bergeron, Noémie Trottier Brand Narrative: Kristel Dupont, Mégane Landry, Chenda McKissick, Kaitlyn Vian, Maya Ventresca, Janvi Singh Editor: Étienne Bergeron Audio House: Circonflex Sound Design: Craig Murdock, Martin Boisselle Production House: Santo Proyecto Producer: Arturo Fincowsky Line Producer: Alejandro Rosas Director of Photography: Alejandro Guemez Photographer: Arturo Fincowsky, Luis Silva Client: Knix Wear, Emily Scarlett, Deniz Melen

Athletes leaking period blood are publicly shamed. This stigma is so strong that 1 in 2 teens skips sports to hide their period. To normalize periods in sports, we designed a decal that world-class athletes sport to show they're on their period. Menstruators online were also invited to show themselves sporting their period while being active. With $0 spent, we've earned 300M impressions in the media, and Sport Your Period expanded to schools nationwide, empowering teens to stay in sports.