J. Walter Thompson London

Client: Wunderman UK / Bloody Good Period
Product: Christmas tree decoration
Title: Merry Bloody Christmas
Media: Social / direct mail
Country: UK
Date Of Campaign: 11.12.18 – 25.12.2019

Background: 1 in 10 girls can’t afford sanitary products in the UK alone. To put that in context, 137,700 British children last year have missed school because of this problem. The charity Bloody Good Period provides sanitary towels to those who can’t afford them. It’s one of the few charities openly talking about this taboo subject. And in a crowded Christmas market, full of charities asking for donations, we were determined to make Bloody Good Period stand out.

Idea: For our agency Christmas card, we created over 200 jewel encrusted tampon baubles. We took the taboo, and put it on the Christmas tree. They were then sent to our clients - leaders of the biggest businesses of the UK. People that have a real influence when tackling hard to talk about subjects. We sent these unconventional decorations to their homes, creating conversations all over the country. For every post, share and like of our alternative decorations, we pledged to donate a box of sanitary products to the charity Bloody Good Period.

Results: Over 12,000 pads donated to Bloody Good PeriodOver 1,500 posts, likes and shares2,100 mentions during the Christmas period2.5 million impressions online