Nearly one in four people who menstruate struggle to pay for menstrual care items, which is an unfortunate truth. Many people must often choose between purchasing food or period care products when money is tight.

In honor of International Women’s Day, creative agency 72andSunny teamed up with nonprofits PERIOD., Free the Period, Ignite, No More Secrets, and The Flow Initiative to create Loopholes’ fictional cereal brand. This campaign showcases the severe healthcare issue that millions of people face.