Midol’s message of menstrual candour

In the same stable – or cubicle – as AMV BBDO’s groundbreaking #bloodnormal campaign for Essity, this bold film created by MullenLowe New York aims to dispel the myths and taboos around period pain and discomfort.

Directed by Marco Gentile, through Pulse Films, Comfort is Power, acknowledges how those who menstruate are bombarded with messages of empowerment that can add pressure to live up to an unrealistic goal of constant strength.

The work reinforces the idea that sometimes the most powerful thing we can do in the face of the bothersome bleed is be vulnerable.

Rebekah Pagis, Managing Director at MullenLowe NY commented: “We live in a society that has normalised discomfort. A society that tells us pushing through pain makes us more powerful. One that suggests we don’t speak about the discomfort that menstruation brings every single month. Our aim with this new Midol work was to simply be truthful and for the work to be a reflection of all ethnicities, body types, and gender expressions.”