U BY KOTEX

For a long time, women’s period has been used to justify, explain and mock their behavior, 

The problem is that every time this kind of labeling occurs, it discredits what they think and feel.

We created a global action to show the world that women’s period doesn't define them, they do.

Tech approach: We created an online platform with a feature where women could make their #ITSNOTMYPERIOD statements in four simple steps and then share them on their social media profiles.