This Cereal Box Has Found A Loophole To Tackle Period Poverty

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. 

The campaign's mission is to light a fire under the seat of US lawmakers in supporting the Menstrual Equity For All Act, securing federal funding to ensure that period products are on par with food and other basic necessities.

The loophole here is that the faux cereal gets sold with period products as the "prize" inside. Included in the campaign is an animated commercial with lyrics stating jarringly truthful facts such as, "The government helps people buy food with SNAP, but no one's helping us buy tampons—they don't give a crap."

"Period products are as necessary as toilet paper and food. Not having access to them has lasting consequences. This is not just an issue for those of us who menstruate," said Elaine Cox, executive creative director, 72andSunny New York, in a press release. "It leads to missed days of school, it affects job performance, and leads to physical and mental hardships. It touches entire families. The solution is not a mystery. It's time to address this ridiculous inequity and put an end to it once and for all." 

Not only is the campaign cheeky and full of approachable humor, but the cereal box's packaging design is reminiscent of your favorite sugary cereal. The pink and red hues paired with the free-spirited typography and period product illustrations keep the campaign feel like a rigid PSA and more of a warm welcome to change.