It’s 2022 and period poverty still exists. So contends 72andSunny, which notes that nearly 1 in 4 menstruators have struggled to access period care products; that over 80% of teens polled say they have missed school, or know someone else who has, because of their period; and there is no major federal funding for this so millions of families must choose between putting food on the table or putting period care products in their bathroom cabinets. This Spring, creative agency 72andSunny New York is taking a stand with Loopholes, a fictional cereal brand where the “prize” in each box isn’t a toy, but a cycle’s worth of tampons and pads. Because food is SNAP-eligible, they found a way to make period care products accessible to people who otherwise couldn’t access or afford them.
Made in partnership with nonprofits PERIOD., Free the Period, Ignite, No More Secrets and The Flow Initiative, sustainable period care brand, August, and plant-based cereal brand, OffLimits, Loopholes seeks to put the severity of period poverty on people’s radar and directly calls on politicians and influencers to support the Menstrual Equity For All Act. Through a series of films, social assets and ongoing activations including a panel at SXSW and influencer campaign to bring the concept of period poverty and a satirical solution of Loopholes cereal to life
“We were excited to participate in this campaign, because it highlights the ridiculousness of how our society thinks of period care,” said Nadya Okamoto, Co-Founder, August. “At August we believe that it is our responsibility as a business to center impact and social change in our mission, and that’s why we’re a tax free period brand, and why we donate to our nonprofit partner, No More Secrets, with every single new subscriber we add to our community.”
72andSunny is urging all outraged to get involved by visiting LoophoesCereal.com to directly send a message to their representative asking for their support for the Menstrual Equity For All Act and to make an immediate impact by donating supplies to non-profit organizations to them in the hands of those who need them most.