ADVERTISING

PERIOD

Crampus

Agency: Public Inc.

Description

Social-impact agency Public Inc. has created a new campaign that aims to bring awareness to the reality of period poverty in the U.S. and Canada. This campaign will drive donations to PERIOD. this holiday season.

“The solvable crisis of period poverty affects 36% of people with periods in Canada and the U.S. This campaign shows that we can all be a part of the solution, making period products accessible in public places,” said Michela Bedard, Executive Director of PERIOD., a global non-profit organization committed to ending period poverty and stigma. “In order for everyone to fully engage in work and school, we need to ensure that where toilet paper is freely supplied, so are period products.’”

According to proprietary research conducted in December of 2023 by Public Inc. in partnership with YouGov, nearly 1 in 3 females who menstruate (31%) in Canada and the U.S. say they or their family have struggled to afford menstrual products, the weighted average for both countries. When including all people who menstruate, that number jumps an additional 5 percentage points.

“Period products are often taxed by local jurisdictions, making these essential items even more expensive for people who need them. When Public Inc. brought us the idea of Crampus spreading the word about period poverty, we couldn’t say no,” added Bedard. In fact, 50% of people with periods agree that the rising cost of period products (e.g., pads, tampons, menstrual cups, period underwear etc.) has made them change their purchase habits for other products.

Public Inc., an award-winning social-impact agency, is known for creating an annual purpose-driven campaign in lieu of giving traditional holiday gifts. Past efforts – including It’s F*cking Water and #EFF2020 – have raised awareness and donations in support of access to clean drinking water for Indigenous Peoples and mental health support. With #DeckTheStalls, the purpose-driven agency is banking on high quotients of snark and rage to drive donations to PERIOD.org as well as educate the general public about the realities of period poverty. When people who menstruate can’t access menstrual products, they miss school, work, and important moments in their lives, as well as putting their physical and mental health at risk. And that should be a concern for us all.

In the campaign, Crampus is presented as the holiday hell demon who is bringing a merry menstruation to all. By collecting donations from viewers and companies alike, Crampus has a plan to raise money in order to #DeckTheStalls with free menstrual products this holiday season – and beyond – to make sure that all people with periods can menstruate without worry or fear. This campaign will run in the U.S. and Canada across various video platforms, including donated digital placements, social media, out-of-home, and even wild postings. The agency hopes to bring as many eyes as possible to this issue. Local PERIOD. chapters and volunteers will also be taking to the streets to #DeckTheStalls in cities across the continent, to help ensure people have access to the menstrual products they need.

The campaign will run through the end of the year, with all proceeds going to PERIOD. Join the conversation by following Public Inc. (@publicinc) and PERIOD. (@periodmovement) online, and by donating at DeckTheStalls.org.

This professional campaign titled 'Crampus' was published in Canada in December, 2023. It was created for the brand: PERIOD, by ad agency: Public Inc.. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 4 months ago.

Credits

PRODUCTION CREDITS

As Crampus: Rachel Sellan

Agency: Public Inc.

Chief Executive Office: Phil Haid

Chief Creative Officer: Jill Applebaum

VP, Strategy: Adrienne Rand

Creative Director/ Art: Erin Stevens

Creative Director/ Copy: Heather Apple

Senior Art Director: Sarah Wallace Carr

Copywriter: Michael Porfirio

Director, Client Strategy: Laura Penalosa, Beth Thomson, Valerie Aguiar

Manager, Client Strategy: Rachel Klysen

Head of Production/Agency Producer: Marc Milliard

Director, Creative Impact: Paul Rivait

Manager, Creative Impact: Elizabeth Ellis

Designer/Animator: Cristina Gardeazabal

Photographer: Cole Breiland

Production Company: Public Inc

Director: Eva Midgley

Line Producer: Marc Milliard

Assistant Director: Trevor Lawley

Director of Photography: Vinit Borrison

Production Manager: Mark Flanjak

Production Coordinator: Ayaan Abdule

Script Supervisor: Itzel Velazquez

1st Assistant Camera: Joseph Chan

2nd Assistant Camera: Brandon Vieira

2nd Assistant Camera: Chris Mierzwinski

Costume Designer: Marie-Eve Tremblay

H&MU - Prosthetics: Erin Sweeney

DMT: Jeff Wilston

Editor: Noelle Webb

VTR: Simon Sealy

Gaffer: Todd Hamacher

Gaffer: Mike Consiglio

Key Grip: Rico Joyce

Best Grip: Pete Elston

Package Truck / Swing: Michael Torelli

Prod. Designer: Flora Yin

Art PA: James Crawford

Art PA: Mac Isen

Key PA: Oscar Weinstein

Catering: Blazing Kitchen

Camera: Objective One Inc.

Grip & Lighting: Affiliated Equipment

Camera Additionals: 2D House / Frame Discreet

Walkies: Total Two Way

Location Support: Film and Event Solutions

Color/Online: RedLabTO

Colourist: Abe Wynen

Online Editor: Kevin Downer

Producer: Emily Skeffington

Executive Producer: Barclay Maude

Music House: Pirate Sound

Sound Director & Composer: Ari Posner

Sound Design & Mix Engineer: Keith Ohman

Executive Producer: Maggie Blouin Pearl

Research Partner: YouGov

Non-Profit Partners: PERIOD., Moon Time Connections, The Period Purse

Product Partners: Joni, Period Aisle, Saalt, The Period Company, Cora

Cookies: Beatriz Muller (@gingerneers)

Nails: Lexi Tran (Lex Laboratory)

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