Midol is continuing its mission to encourage individuals to reach for relief and openly recognize their period symptoms as a reason to take time for themselves.
The brand’s The Real Reason: A Social Experiment campaign reinforces to people with periods and those who support them that period symptoms are not something to push through, the company said.
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“As menstruators, we feel pressure to hide or make excuses for our periods. For anyone who has experienced the debilitating and annoying period symptoms, they are not something you can just easily push through and ignore,” said Midol partner Charis Chambers, OBGYN. “This social experiment showcases the modern reality menstruators face and society’s reaction to the real reasons for needing a break. I’m honored to support Midol in creating a world where menstruators aren’t embarrassed of their bodies and feel the need to minimize period symptoms. Together we are celebrating the power in actively and unapologetically owning your period and seeking the relief you need.”
Through the campaign, Midol captures reactions from friends, family, and school and work colleagues to real menstruators, calling out from different social or work commitments due to period symptoms instead of using a fake or more acceptable reason.
The final result is a response of understanding and support, empowering the honest individuals to do what’s necessary to take care of their bodies and achieve the comfort they need, the brand said.
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“Midol is working to reinforce that there is no shame in talking about period symptoms and, more importantly, in speaking out when they strike. We want menstruators to feel the power in addressing their needs and the even greater power that comes from knowing their community will support them when they do,” said Kelly Fanning, general manager and vice president of pain and cardio at Bayer Consumer Health U.S. “Our hope is this campaign helps normalize the conversation around period symptoms and help menstruators realize that speaking and acting on your period truth is powerful.”