Visual Identity
Driving policy and educational change is a significant part of Share the Dignity’s work; however, that is made difficult by the stigma and lack of data surrounding menstruation and period poverty. Period Pride is a campaign to change that. The campaign roll-out consisted of two phases, the first centred around a research effort in collaboration with Swinburne University of Technology to better understand people's experience of menstruation and period poverty in Australia. Phase two, ‘Creating Period Pride’, focuses on education across primary and secondary schools, including lesson plans and recourses for teachers, as well as a national showcase of creative work made by students.
The guiding concept provided a starting point to build a bold and direct visual identity that encourages conversation and rejects the idea that periods are something to be ashamed of. Playful sticker graphics are used across content for ‘Creating Period Pride’ to differentiate the first and second phases of the campaign. Staying away from a typically feminine aesthetic helped create an inclusive campaign that could connect with a broad audience.
Period Pride’s visual identity helped enable significant achievements for the Campaign, including creating Australia’s largest data set on people’s attitudes and experiences of periods. The ‘Bloody Big Survey’ reached its target of 10,000 entries within just three days and ultimately received over 12 times that amount. The survey provided valuable data, such as the alarming statistic that 22% of respondents had, at some point, needed to improvise on period products due to cost. Period Pride sparked conversation in homes and in the media with popular programs such as The Project covering the story. The campaign was shared extensively on social media, helping Share the Dignity reach new supporters.
The campaign’s second phase, ‘Creating Period Pride,’ has run across the country for multiple years, and Share the Dignity has broken new ground with its $2.5 million dollar partnership with the Queensland State Government, which currently includes 120 schools across the state offering free period products through vending machines on campus.
“Working with Myla was a breeze from start to finish. Her calm nature was exactly what we needed working on this large campaign. Myla helped the vision of Period Pride come to life through her innovative thinking and willingness to push boundaries in her designs. She managed to bring our audience along for the ride while bringing in new supporters and champions of Share The Dignity, allowing us to exceed our targets for the campaign. Working with Myla was honestly a joy and I hope to have the opportunity again in the near future.”
Katie Norbury
Marketing and Communications Manager
Share the Dignity