Art Direction to create change. Ending Period Poverty.
In May 2024 Northern Ireland became the second country in the world to introduce Free Period Products for all those who live or visit there. I was tasked with creating a concept and art direction which would be rolled out across all councils in NI, promoting the service.
Periods are a normal part of life. They are not a choice. Tampons, pads and period cups are a necessity. Not a product but an essential. The goal was to empower all people, from all walks of life to feel inspired and fearless when collecting their free period essentials, whenever they need them. Through confident and inclusive language; we showed we’re all in this together. Creating period positive change. Removing barriers for everyone to access the essentials they need.
I was extremely proud to work on this project along with our Creative Director, creating eye catching designs and empowering messages for a life changing service is not something I get to do everyday. Utilising strong bold colours and subtle illustrative elements provided a powerful, contrasting range of designs.
Although loving the design work the client in this case choose to follow a more conservative route with the campaign. Opting to use smaller elements of the original designs and more typical language. Therefore I continued to rollout the campaign across print (OOH, events display collateral and leaflets) and digital (social media, web banners and digital screens).
