CALLALY

The Whole Bloody Truth

In the wake of a vicious Twitter debate sparked by JK Rowling about ‘people with periods’, we saw an opportunity for Callaly to take a stand and to call for a meaningful change within the period-care industry. We rapidly developed a social and PR campaign and there were three core tenets to our approach:

Act with honesty and sensitivity - we conducted research to understand how people truly felt about their periods, and consulted with diversity and linguistics experts to ensure our campaign was considered and inclusive.

Raise real voices - our campaign gave a platform to 11 people with varied and marginalised experiences of periods, focusing on raw, unfiltered truths to help break down stereotypes and encourage others to share -  these were the main focus of the social campaign and the PR work.

Underpin words with action - Callaly changed and committed to do more through a bold new pledge and a permanent change in all copy to move away from the phrase ‘femcare’ to ‘people with periods’. 

Highly Commended by The Drum in its Social Purpose Awards for Best in Representation of Diversity & Inclusivity. The campaign broke down stereotypes, and aimed to rid an industry of a single story narrative and drive inclusivity. Using new data and real life stories we secured blanket coverage in titles including Dazed, Glamour, Forbes, Pink News and reached 155m online readership.