Thinx is a brand of underwear for humans that menstruate. Those humans are not necessarily always going to be cisgendered women, as transgender men can, and do, menstruate. With its latest subway campaign, which took over New York's Union Square station today, the brand has represented exactly that.
The point, of course, is to educate people through representation of the trans menstruating male community in its new ads. "Trans inclusion is something that has been on our radar since the iteration of our Boyshort, which was specifically designed with the trans male menstruating community in mind," said Thinx co-founder and CEO Miki Agrawal, in a statement.
Agrawal added: "We thought it was high time that people see a menstruating trans man 10 feet tall in the subway. One of Thinx's key goals is education, and there is so much education to be done with the general public on the trans community, and what their needs are."
Created by Thinx's in-house team, the new outdoor work (see below) is meant to help shift people's perspectives about periods and hopefully start a dialogue about menstruation. The work will be up in the subway station for the next month.
The company also created a video to demonstrate that its period underwear works. The effort eschews the typical way (think clear blue liquid) period brands show how their products work, by featuring a model hooked up to a blood bag which distributed actual blood into her underwear.
In the video the blood is "dispensed at a rate comparable to the rate it would be released from the human body," said Agrawal. "We wanted to show this in a non-medical, clinical, or academic way, so we kept the tone on-brand—the copy is cheeky and funny, the visuals a nod to Wes Anderson, which is an aesthetic we truly love and admire."