Apologies have become second nature for women. We’ve been conditioned into apologizing for the trivial, the everyday, and the uncontrollable. With these resonating insights uncovered through first-party research, data, and real stories, Midol wanted to interrupt a pervasive, disempowering behavior and, more importantly, inspire menstruators to stop apologizing. Period.
Creative Director: Ade Nova | ACD writer/partner: Kristen Gaerlan (KG)
Awards: Winner of PR Week Best in Healthcare, Best in Broadcast/Film/Video, Winner of Sabre Awards Social Media Campaign
