Pro-abortion menstruation health brand August, in partnership with WPP agencies VMLY&R and BCW, has launched The Tampon Test, a campaign promoting period privacy and data protection for menstruators. 

The Tampon Test kit features a discreet pregnancy test hidden as a tampon wrapper inside an August tampon box. The test kit box features the #SyncPeriodsNotData and the call to action, “Break in case of period.”

The period product company and partners hope the initiative will drive urgent awareness and action about the damaging effects of digital surveillance on menstruators in a post-Roe world. 

“When Roe v. Wade was overturned, we kept seeing and hearing things about deleting our period apps,” said Cinzia Crociani, executive creative director of VMLY&R’s New York office. “It got us thinking about how different criminalized abortion could look in the era of digital surveillance. As creative marketers, we felt a responsibility to use education as a tool of empowerment.”

The campaign has been in development since mid-February when conversations between VMLY&R and the sustainable period product brand began. Financial details of the partnership were not disclosed.

A small run of The Tampon Test boxes was developed and distributed to influential changemakers to raise awareness, meant more as symbolism than literal interpretation. The kits will not be available for purchase, but August hopes the limited-edition boxes inspire menstruators to educate themselves about how their data is being used and shared, the agency said in a statement.

The creation of The Tampon Test coincides with both the 50th anniversary of Roe v. Wade and the repeal of the decision one year ago this Saturday. 

Since the decision was overturned, 14 U.S. states have retracted rights around abortions and prosecuted people for their attempts through data surveillance from direct messages, cookies and search history, using the data as circumstantial evidence in court, the firm cited. 

“It’s a stunt to call out the fact that the world we’re living in is fucking ridiculous,” August co-founder Nadya Okamoto said. “Our data privacy is being violated in the world of abortion, access to abortion and some of the stuff that’s coming along with that.”

Okamoto is avid on social media platforms, including TikTok where she has an audience of 4.1 million followers, regularly posting realistic stories about her own and others menstruation journey. 

As part of The Tampon Test campaign, August is collaborating with female-founded direct-to-consumer women’s health brand Stix, and nonprofit organization and campaign Plan C that provides educational resources and information to increase access to at-home abortion pills in the U.S. All three companies share a mutual passion for period equity and bodily autonomy, according to the brand.   

Additionally, both menstruators and non-menstruators are encouraged to support the “My Body, My Data” legislation by donating to the reproductive health movement and writing to their legislators.  

From June 22-29, August is donating 5% of every Build a Box purchase, the company’s customizable subscription box of tampons, pads and liners, to Plan C. August products are available at Target stores nationwide and direct from the company’s website.

VMLY&R’s team of 10, led by Crociani, supported creative, production and media relations planning for this effort. BCW’s team of five provided strategy, message development and executed media outreach. August’s agency SolComms assisted in messaging development and media relations. 

There are no immediate plans for the agencies and August to continue the partnership beyond this project.

VMLY&R and BCW are member agencies of the holding company WPP, which also includes Buchanan, Clarion Communications, FGS Global, Hill+Knowlton Strategies, Ogilvy PR and PSB. The holding company started the year on a purchasing spree, acquiring influencer agencies Obviously, joining the VMLY&R network and Goat, adding to media firm Group M’s Nexus operations. 

The company also added German healthcare PR firm 3K Communications to Hill+Knowlton Strategies global network. 

This article originally appeared on PRWeek US.