In February 2017, reusable sanitary product pioneer Mooncup presents a ‘Period Drama’. With a touch of humour, the film shines a light on the drama of disposable sanitary products, inviting us to leave the past behind and choose another way.
Mooncup Campaigns and Marketing Manager Kath Clements explains: “Since we started in 2002 we’ve been chipping away at the shame associated with periods and the fact that most of us reach out on ‘autopilot’ for disposables every month, without knowing there’s a better option. From the mischief of our ‘Love your vagina’ campaign in 2010 to the Tampon vs Mooncup rap battle, we believe that Mooncup has played its part in changing the conversation around periods. But in an advertising landscape in which causes like ‘body confidence’ are being used to sell shower creams, and chemical-laden disposable sanitary products are marketed through feminism-lite, we thought we’d try a different tack - a more ‘throwaway’ laugh to call attention to a seriously liberating possibility”.
The campaign and invitation to 'Own your period’ celebrates independence and self-sufficiency. As one Mooncup lasts for years, those who choose Mooncup are freed from monthly trips to the feminine hygiene aisle and their long-term relationship with the san pro multinationals.
Mooncup founder Su Hardy says: “From day one we’ve had one aim: to make the experience of periods more positive, healthy and eco-friendly. But even as we become more conscientious in many of our choices, typically, we tend to continue using the disposables we were introduced to as teenagers which are now clogging up landfills and polluting beaches, not to mention absorbing more than we need them to and leaving toxins behind. We believe Mooncup users make proactive choices: we want to encourage thousands more to ‘own their period’.”
It is clear that many of us are actively engaged in making positive lifestyle changes, with 70% of us reporting making efforts to reduce the amount of household waste  we create. However only 1 in 10 of us have made the switch from disposable to reusable menstrual products, despite an individual being likely to use 11,000 throw-away sanitary items over their lifetime.
Using the Mooncup is a simple way to dramatically reduce the waste we produce.
St Luke’s advertising agency worked with Mooncup to develop the new brand agenda and online film: “We are thrilled to see so many brands inspiring women to find their power and use it: from Nike and Under Armour to Weight Watchers and Always. Mooncup has always had a rebellious spirit that celebrates independence and self-sufficiency. Even though Mooncup is already internationally renowned, we are proud to work with them to take their story to an even wider audience.”
The film launches on 7th February 2017 and leads viewers to the new-look Mooncup website, where they can find out more, and answer any questions they have about using the Mooncup.