Lady Cup
Developed a bold, educational campaign for LadyCup that breaks menstrual taboos and promotes switching to menstrual cups through health, environmental, reuse, and freedom benefits.
Client
Lady Cup
Service Provided
Communication strategy, Campaign design, Brand positioning
Highlights
Please note:
An example of the various assets I created to support this project are presented in the media attached - please make sure to browse them.
Highlights summarize key points and add further details. Feel free to reach out for more context.
Developed an open, shame-free communication strategy to educate and empower women about menstrual cups, targeting young women experiencing their first cycles.
Designed a multi-pillar campaign emphasizing health benefits, environmental impact, reusability, and freedom of movement (social posts, visuals, slogans, influencer partnerships).
Leveraged irony and playful messaging to challenge taboos, creating memorable and engaging content for social media channels.
Integrated influencer partnerships to provide authentic testimonials, build trust, and lower adoption barriers through promotions.
Produced content that balanced awareness-raising and educational objectives, facilitating a positive shift in perception and encouraging adoption of menstrual cups.
Created visual and written assets demonstrating campaign execution and messaging clarity - see attached media for examples.
The Goal:
LadyCup is a menstrual cup brand aiming to replace traditional feminine hygiene products by offering a healthier, sustainable, and reusable alternative. The goal was to create an open, shame-free communication strategy that educates and empowers women - especially young women experiencing their first menstrual cycles - to embrace menstrual cups confidently.
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The Challenge:
Menstruation remains a sensitive and taboo subject, making honest and effective communication difficult. The brand also faced the challenge of persuading women to switch from familiar products like pads and tampons to a relatively new and less widely adopted solution. Overcoming ingrained social stigmas and resistance to change was key.
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The Result:
I designed a multi-faceted communication campaign built around four pillars: health benefits, environmental impact, reusability, and freedom of movement. The campaign used irony and sarcasm to challenge taboos, targeting primarily young women open to education and change. Social media was chosen as the main channel to reach this demographic with engaging, memorable messaging and visuals under the catchphrase “Break the Mold with LadyCup.” Influencer partnerships were integrated to build trust, provide authentic testimonials, and lower price barriers via promotions. The strategy combined awareness-raising and educational content, facilitating a shift in perception and encouraging adoption of menstrual cups as a practical, empowering choice.
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