Diversity, Equity and Inclusion

Midol Encourages Menstruators to Stop Apologizing for Their Periods

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

Midol brings in real women to stop the period apology.
Midol's campaign features real people talking about their experiences with the period apology.Midol
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By Kaila Mathis

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.

They

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Kaila Mathis

Kaila is a freelance writer for Adweek covering agency news. Kaila graduated from Villanova University with a degree in PR & Advertising and Journalism. She is now working as a growth operations leader & consultant for startups.

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