Agency: 72andSunny
Client: PERIOD.
Date: Mar 2022
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It’s 2022 and period poverty still exists. For many people who menstruate, accessing sanitary products every month means stressfully weighing up either putting food on the table or tampons in the bathroom cupboard. Taking a stand and raising awareness, 72andSunny New York has joined forces with Loopholes – a fictional cereal brand where the ‘prize’ in each box isn’t a toy, but a cycle’s worth of period products.

‘Loopholes Cereal’ puts the severity of this situation on people’s radars and into the hands of politicians by drawing attention to the hard facts that nearly one in four students struggle to access care products, and over 80% of teens say they, or someone they know, have missed school because of their period.