Diversity, Equity and Inclusion

In a Period Positive Move, Midol Urges People to Share 'The Real Reason' They Feel Awful

The legacy brand launches a social experiment as a follow-up to last year's 'Comfort is Power'

Midols The Real Reason campaign photos — In the campaign spots, people who would normally make random excuses for having to cancel plans instead reach out with honesty to say that the real reason is their period.Twelvenote, Bayer

By Sara Century

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Stigma around periods can have a number of negative side effects, from the guilt that can come from feeling you have something to hide to the fear of alienating peers or even facing professional or academic repercussions.

While the period positivity movement has made an impact, there is still plenty of work to be done when it comes to normalizing open discussions around menstruation.

Midol, a legacy brand from pharmaceutical giant Bayer, is addressing the issue with a campaign called “The Real Reason: A Social Experiment.”

Sara Century

Sara Century is a freelance writer for Adweek.

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