In the United States, 1 in 3 adults (and 1 in 4 teens) lack access to menstrual products like pads, tampons, cups, and more. These items are necessary but cost-prohibitive for some, furthering inequities in menstrual health.
This is called period poverty. If that’s a new term to you, you aren’t alone. Because of the enduring stigma that surrounds both menstrual cycles and financial insecurity, period poverty isn’t often discussed. It’s time to start talking about it.
To tackle this issue head-on, Impact Media partnered with Cora, a period care provider committed to ensuring that everyone who menstruates can access the products they need during their cycles. Cora is more than just a brand—it’s a mission. With every purchase, the company provides menstrual products and body literacy resources to people who cannot afford them otherwise. To date, Cora has donated over 24 million products and counting to individuals in need. This year, they took their commitment even further by launching the “Change the Cycle” scholarship, awarding $10,000 to college students working to raise awareness of period poverty and reproductive health on their campuses.
Impact Media partnered with Cora to curate a digital campaign around period poverty and the Change the Cycle scholarship. Our Instagram-based campaign aimed to:
Start wider conversations about period poverty by creating a space for people to share their own stories and experiences
To create an impactful and educational campaign that facilitated social good, Impact Media and Cora leveraged a twofold strategy: first building awareness of period poverty as an issue that negatively impacts college students, and then positioning Cora’s scholarship as a solution. This approach aimed to educate, empower, and inspire action among our target audience, while addressing the often-overlooked intersection of menstruation and financial insecurity through educating our audience about period poverty in a data-informed way.
Our first step was to define period poverty and highlight the impact it has on menstruating people, specifically those who are also students. The concept of period poverty remains unfamiliar to many due to stigma surrounding menstruation and financial hardship. To combat this, we led with a strong, bold statement that many college students would resonate with, setting a tone that helps readers feel seen in their personal experiences and comfortable with engaging in discussion about the issue at large.
The first half of the content piece is dedicated to a clear and accessible definition of period poverty and its financial and social impacts. A clear definition makes this complex systemic issue more digestible, allowing all readers to gain an understanding of it regardless of their background knowledge or personal experiences. By framing menstrual products as items that are essential rather than optional, we emphasized the financial burden that they impose on individuals. This established period poverty as a pressing widespread issue rather than an individual challenge.
Recognizing that financial insecurity is widespread among college students, we tailored the campaign messaging to highlight how period poverty uniquely affects this demographic. Many students already face tight budgets, and the rising costs of tuition, housing, and basic needs exacerbate their inability to afford menstrual products.
By linking period poverty to common financial struggles for students, we made the issue more relevant to our Gen Z audience. This connection helped frame the need for solutions that directly address this group’s challenges, transitioning seamlessly into the second half of the post introducing Cora’s scholarship.
Cora’s “Change the Cycle” scholarship, which awarded $10,000 to 3 students, became the centerpiece of the campaign’s solution-driven messaging. We emphasized how the scholarship not only provided financial support to students but also recognized their efforts to raise awareness of period poverty and reproductive health on campuses. This framing encouraged participation while driving home the message that individuals have the power to create meaningful change in their communities. The campaign provided details on how students could apply for the scholarship, making that information accessible and shareable to those who may not have seen it otherwise.
To achieve our goal of starting conversations around period poverty, the campaign ended with an invitation for audiences to share their personal experiences with period poverty, menstrual products, and reproductive health education. Creating a safe and inclusive space for dialogue destigmatized the topic and amplified voices that don’t often feel heard.
This combination of education, storytelling, and actionable solutions ensured the campaign not only raised awareness but also inspired tangible steps toward reducing period poverty.
Impact Media and Cora’s campaign to shine a light on period poverty and promote the “Change the Cycle” scholarship achieved significant reach and engagement, making a meaningful impact on the discussion around equity in access to menstrual products.
The campaign not only introduced the scholarship as a pathway to addressing period poverty but also solidified Cora’s role as a leader in menstrual equity, inspiring conversations and action on campuses and beyond.
