Midol Encourages Menstruators to Stop Apologizing for Their Periods

The campaign's goal is to bust stigma surrounding period symptoms


After discovering that 62% of menstruators under 40 have apologized for their periods or period symptoms, period relief brand Midol launched the “No Apologies. Period.” spot in an effort to change negative period vernacular.

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Midol’s “No Apologies. Period.” ad features people of all ages, genders and ethnicities speaking about times they felt pressured to hide their symptoms to make those around them more comfortable. They shared times they apologized for crying, eating too much, lacking intimacy and becoming angry.

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