Thinx and Mischief Partner for a Campaign That Gets Uncomfortable on Purpose

Mysterious TikTok and OOH postings lead to a conversation about menstrual care and stigma

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According to a recent study by absorbent underwear brand Thinx and Ipsos’ U.S eNation, 60% of Americans think that “moist” is the most cringeworthy word in the English language. The word “panties” is not far behind, managing to cause unpleasant shivers down the spines of 52% of the population.

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