Creativity Ahead of National Period Day, ‘See Red’ Argues for Menstruation Visibility Period.org is spearheading the 'menstrual movement'By Minda Smiley|October 15, 2019 BBDO San Francisco created the video for nonprofit Period.org to promote National Period Day on Oct. 19.Period.orgShare By Minda Smiley|October 15, 2019 Share In more than 30 states across the U.S., menstrual products are subject to sales taxes since they are not deemed a necessity. One nonprofit is trying to change that via the first National Period Day. On Saturday, Oct. 19, Period.org will hold rallies nationwide to address the issue as well as call for greater access to menstrual products in schools, shelters and prisons. To spread the word about National Period Day, the organization tapped BBDO San Francisco to create a video called “See Red” encouraging people to rethink how society tends to treat and talk about periods. In the spot, men and women suffering nosebleeds drive home the point that periods wouldn’t be as stigmatized if people could actually see the blood. There’s a “crisis that’s being ignored because we don’t see it,” according to the video, noting that the taboos and taxes surrounding periods have a particularly adverse impact on low-income women, who are often forced to use rags, tissues and even paper towels taken from public bathrooms while menstruating. “Society might be getting ever-so-slightly more comfortable acknowledging that periods exist, but until we’re OK with women free-bleeding in the streets, we better work harder to make pads and tampons accessible to all,” said Kate Catalinac, creative director at BBDO San Francisco. Period.org is a global nonprofit founded five years ago with the goal of ending period poverty and stigma through service, education and advocacy. The “See Red” video, which is running on social channels and was sponsored by sustainable cleaning brand Seventh Generation, comes just weeks after period-proof underwear brand Thinx debuted an ad that imagines a world where men also get periods. In recent years, a number of organizations have taken issue with what is often dubbed the “tampon tax.” Earlier this year, a German startup that sells organic tampons won the Grand Prix in PR at Cannes Lions for creating a book that doubles as packaging for its products, the reason being that books are taxed at a lower rate than tampons in the country. Two years ago, J. Walter Thompson New York created an ad for nonprofit Period Equity that featured Amber Rose. In the video, Rose keeps her tampons in a diamond-studded locket around her neck, which serves as a not-so-subtle dig at states that tax menstrual products as if they’re a luxury. Credits: Creative Agency: BBDO San Francisco Chief Executive Officer, San Francisco: Jim Lesser Chief Creative Officer, San Francisco: Matt Miller Creative Director / Copywriter: Kate Catalinac Creative Director / Art Director: Corinne Goode Executive Producer: Louise Doherty Interactive Producer: Leslie Seder Business Affairs Manager: Nihad Peavler SVP, Group Account Director: Kim Fredkin Account Supervisor: Kimberly Bodker Content Creator: Bentley Rawle Editor: Dalan McNabola Director: Free the Bid Director: Pam Thomas DP: Free the Bid Director of Photography: Tami Reiker Production Company: Community Films Executive Producer: Lizzie Schwartz Executive Producer: Carl Swan Line Producer: Tony Cantale Makeup & Costume Key Makeup: Brenna Bash Key Costumer: Julie Vogel Music & Composing: Alibi Music VP Strategic Initiatives and Composer: Kent Carter Executive Producer: Jonathan Parks Sound Mix & Edit: One Union Recording President/Owner: John McGleenan Senior Engineer: Joaby Deal Senior Engineer: Matt Wood Executive Producer: Jaylen Block-Smith Color: Company 3 Vice President: Ashley McKim Senior Producer: Matt Moran Colorist: Jill Bogdanowicz VFX: Method Studios VFX Artist: Matt Welch VFX Producer: Heather Saunders Period Founder & Executive Director: Nadya Okamoto Enfranchisement Productions: Brad Jenkins Adweek Adweek