“The Period Shop” is the first effort in a new multi-year initiative from the Kimberly-Clark brand dubbed “Period Projects.” The program aims to change the way women discuss and experience their periods.

The idea for the shop was inspired by a Tumblr post from Sarah Michelson, a New York college student who wrote about yearning for a place where women could feel respected and safe while shopping for pads and tampons, and also have a little fun. “There are thousands of stores for women’s clothing, makeup and clothes, but none focused on periods or the period experience,”

Client: Kimberly-Clark
Agency: Organic
Creative Team: Megan DeKok | Courtney Burgam | Freddy Orlando | Dan Smith | Nicky Paradela | Daniela Ponce
Creative Director: Crystal Boersman | Karen Koziatek