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
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.
1
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.
2
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.
3
