Creative Advertising

You'll Need a Loophole to Pay for Period Care Products, Says a Satirical PSA

72andSunny New York, working with several nonprofits and brands, draws attention to a public health issue

Youll Need a Loophole to Pay For Period Care Products, Says a Satirical PSA — Loopholes the cereal and campaign have been created to highlight the lack of access to tampons and pads. 72andSunny

By T.L. Stanley

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This sugary product isn’t actually a delicious part of a complete breakfast. It’s fictional. And its musical launch commercial—featuring a sassy, upbeat ear worm—isn’t as lighthearted as it may sound.

Loopholes the cereal and “Loopholes” the campaign have been created to draw attention to a serious health problem in America: lack of access to period products like tampons and pads.

The goal of the work, which aims to mobilize the public, is to pressure U.S. lawmakers to support the Menstrual Equity For All Act, securing federal funding to put period products on par with food and other basic necessities.

Creative agency 72andSunny New York tackled the brief, from a group of nonprofit organizations, by coming up with a fake cereal stuffed with “a cycle’s worth” of period products as the “prize” inside.

For

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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