Bayer and Twelvenote
Midol’s No Apologies. Period.

Millennial and Gen Z women may have gotten much bolder discussing topics such as period poverty and sex positivity. But many suffer from a hang-up inherited from previous generations — they can’t stop apologizing for having their period. 

Social listening revealed that “I’m sorry” litters many of their conversations, whether with a partner because they can’t be intimate or with a boss or co-worker because they’re not feeling well.

This campaign sought to raise awareness of this constant contrition, first challenging menstruators to notice the behavior and then try to change it. With videos showing the awkwardness and the relief of being truthful and unapologetic, it ignited widespread sharing on social media.

It launched videos on Facebook, Instagram, YouTube, Twitter and the Midol website. And it expanded the campaign’s reach by repurposing user-generated content and updating organic content on Midol social channels. Content was pulsed out across two months, sustaining an engaged conversation.

It amplified the hero video with paid media, partnering with Bustle Digital Group on co-created content. And thanks to organic seeding with influencers, the content was shared 1,300 times. #NoApologiesPeriod resonated strongly with younger targets. Online period apologies fell 22% following the campaign as the brand saw double-digit sales growth.

The campaign also doubled the brand’s following on social channels. Online engagement tripled the industry standard, with the campaign generating 776 million earned impressions. Midol’s social channel following doubled.


GMHC and FCB Health New York
Slaying Vaccine Hesitancy

When COVID-19 vaccines began rolling out, research revealed that more than half of LGBTQIA+ adults were vaccine-hesitant. With Ms. Information, a drag queen with enough sass and swagger to sway an audience, it shut down misinformation social media sources. The vaccination rate for LGBTQIA+ people is 91%, among the highest of all demographics.