“L. for every V” is more than a tagline. It is a promise to be a brand that all people with periods— regardless of identity— feel welcomed, seen, heard, respected, and considered. L. believes access to quality period care is a fundamental right for "every body." But for too long, conversations about periods have not been inclusive.
L.’s main objective for this campaign was to bring visibility and give a voice to the full diversity of people with periods, enabling a dialogue so that no one feels defined by their periods.
Key Insights:
People across the breadth of gender identities and expressions have periods. Women have them. So do men. And trans, non-binary, and gender-nonconforming people do too. For too long, the conversation around periods has not been inclusive. With that understanding, only then can we see the full range of our shared human experiences and show the world that though we have periods, we are not defined by them. No person is the same. No period is the same. Our conversation about periods and our period products should reflect that truth.
Strategic Partner:
L. joined forces with The Phluid Project – an organization dedicated to #breakthebinary and advocating for the gender identity movement of freedom and self-expression.
Strategic Implementation:
To test whether they had found an insight that was true, touches the heart, and involves a human tension, L. and The Phluid Project held a gender-inclusive focus group to workshop the idea. The energy, resonance, and eagerness to expand the conversation about the full diversity of people with periods expressed by the focus group members encourage L. and The Phluid Project to proceed. The group shared deeply felt moments of joy and dysphoria and proved experiences surrounding periods are just as diverse as the people who have them.
With the buy-in from members of the LGBTQIA+ community and the shared belief that period care should care for every body, L. and The Phluid Project felt compelled to capture, elevate and share as widely as possible the true breadth and depth of how people experience and relate to their periods. Together they created a must-see short documentary film featuring five people of different gender identities, sharing what their period means to them. Their powerful stories act to 1) expand the conversation and change perceptions about what a person with a period looks like and 2) showcase why your period does not define you.
The film and message of inclusivity were amplified on social media through eight key activists in the LGTBQIA+ community who ultimately became brand advocates. These influencers shared the importance of including every body who has a period in period conversations through candid, personal stories, and content on Instagram, encouraging their followers to watch the film. Additionally, the brand continued to amplify the film and commitment to inclusivity through the sponsorship of Procter & Gamble’s Can't Cancel Pride event.
With a minimal budget, during the height of the pandemic, and with only six weeks from brief to execution, results across reach and engagement exceeded all targets and benchmarks. More important than the numbers, the biggest testament to the campaign’s success was the positive conversations and messages of love it generated.
Response from both target audiences was clear - the key message (periods don’t define people) broke through because it elevated a tension shared across people with periods. Members of the LGBTQIA+ community shared they found the campaign affirming along with many cis-gendered women sharing how this content significantly resonated with them because a woman having or not having a period is not a measurement of their womanhood. The insight also triggered influencers to act as true advocates, creating deeply personal/relevant content and sustaining engagement beyond the initial post.
Key Results:
1. Video Views: Drove 1,776 hours of video views across 10.9M+ full film views
(https://youtu.be/txbCBIOdYYY)
2. Influencer Engagement Rate (ER): Average ER on Instagram – 2.5% organic, +25% vs. target.
3. Impressions:
4. Consumer Comments: 5:1 positive vs. negative comment ratio
