Rojin Javadi

It's OK, PERIOD.

Advertising

2026

For many years, the only blood that doesn't include violence, and it is the message of birth and creation, has been the most abundant one. Period.Although over the past few years, the advertising industry has shifted and brands are trying to address the real stigma around periods without any shame, there is still a lack of attention towards what women go through during their period.

“By focusing on the real Period experience, like pain, mood changes, and discomfort, this campaign equates reality with representation. It reassures women that what they feel is valid and normal, while positioning period products not as something that masks or changes them, but as support they can rely on when it matters most.With “It’s OK, Period.” Campaign, “Kotex U” highlights that avoiding certain activities during menstruation is normal and that prioritizing rest and comfort is completely acceptable. It reminds you that what you feel is normal, and that there is no need to put pressure on yourself when you need support the most.By placing the ads in public washrooms and installing pad dispensers with the message of support and normalizing the real experiences of period (Pain, fatigue, and emotional changes, …), Kotex supports those who need it at the right time and right place. ”