We are lacking Period Care Ads

It’s time for «the talk». Not the heteronormative sexual talk about whatever, but a more important topic about the body, which affects billions each month. This shared experience is menstruating. It is now more common to talk about having a period than cisgender women in white yoga pants and pad and tampon ads. All animals are able to menstruate. However, the latter is often ignored in the media. A collaboration between a wellness brand, and a lingerie company is now putting the spotlight on real menstruators who have disabilities and their journeys with representation.

Nadya Okamoto (founder of August period care brand) and Emma Butler (founder of Liberare adaptive lingerie brand), are ready to «the talk» as their campaign features disabled menstruators. The campaign includes interviews, photos and viral TikTok videos that highlight the need for more representation in period care.

Butler shared this with us: «August x Liberare was created to start a conversation about periods, disability and amplifying disabled voices.» The campaign was designed to show people with disabilities wearing personal care products in the hope that they feel included.

Butler adds, «When we don’t talk about disability or let people with disabilities talk about their unique experiences, we marginalize this community.»

Two Gen Z founders aged 24 found each other online in the same way that most twenty-somethings find each other in the 21st century: via Twitter, in February this year. The campaign combines the goals of both brands: August is focused on organic and non-gendered period care products while Liberare offers sleepwear and adaptive undergarments in sizes XXS through 3XL.

Okamoto shares, «I am an ablebodied menstruator so we wanted to make sure that we were working with an organization or brand that was very disability- and adaptive-wear-focused if we were going on a larger campaign.» Okamoto says, «It’s really humble and just a beautiful experience to take more of our creative behind-the scenes side where we can just listen and hold space.»

The campaign’s behind-the scenes footage can be viewed on TikTok using the #augustliberare hashtag. It already has 800k+ hits. The proper representation of the disabled is highlighted and includes three models — Krystal Bailey (Libreare ambassador), Bri Scalesse (community member) and Elicia Tate (community member). All three models wore Liberare lingerie from August, with some of the period care products visible in some shots. Scalesse agrees with Okamoto, asking all companies to consider disabilities when developing products.

Scalesse’s work involves hiring diverse models, as well as keeping people with disabilities in their product development. «To think about us is the most important thing. And to understand that we have periods and that we exist. Recognize us, and make a difference for us,» she said. Okamoto interviewed Bailey, Scalesse and Tate for an editorial section of the campaign. The full stories was published on the brands’ respective websites on October 11th.

UNICEF estimates that over 1.8 billion women menstruate each year. This means that no one is the only one. Butler hopes that people with disabilities will see themselves in the activation and be proud of their unique period experience. Non-disabled people should also be encouraged to think critically about inclusion in all aspects of their lives, from the time of the month to greater systemic ableism.