Blood’s destigmatises menstruation with 'Period squad' campaign

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Menstrual care brand Blood has partnered with creative agency VML Singapore to launch the “Period squad” campaign to destigmatise menstruation with five cute characters and a catchy music video.

The characters: Crampy, Spotty, Moody, and Sleepy represent common period symptoms, while Paddy serves as the voice of Blood advocating for unfiltered portrayals of periods. They have been portrayed as content creators to engage with Gen Z in 3D animation.

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Beyond digital platforms, the Period Squad will also be integrated into retail spaces and official merchandise as part of the campaign. The music video produced in collaboration with Piloto and Sixième Son sends the message that periods aren’t cute, but there’s no need to apologise for it.

Blood co-founder Peck Ying said it is important to normalise period symptoms. “The cramps, the fatigue, the breakouts, the mood swings...Periods aren't 'cute,' and we're right there with you.”

“Only when we normalise these symptoms can menstruators feel unapologetic about them,” she added.

Meanwhile, Hinoti Joshi, global managing partner, VML Singapore said: "Periods aren't cute, so people are uncomfortable having conversations around them. And so, it’s through cute characters that people relate to, like the Period Squad that we're going to be able to start conversations and reshape people's views around periods.”

Blood sells a range of menstrual care products, from corn period pads to pain relief patches and menstrual cups. It prides itself in being a challenger consumer brand, focused on product innovation and material design.

MARKETING-INTERACTIVE has reached out to Blood for more information.