PERIOD PAIN IS PAIN.PERIOD
International Woman's Day
On International Women’s Day 2023, we made people “feel” the pain women experience during their period.
87% of women in Singapore have experienced period pain. Close to 1 in 4 suffer from extreme period discomfort, so severe that it “derails their daily lives for a few days every month”. Despite all this, 7 in 10 women still feel pressured to physically be at work, even though their period pain is affecting their performance. And only 1 in 3 whose period pain is impacting their work have ever admitted to their employer that this was the case.
Every woman experiences their period differently, and often times, it’s complicated for people to understand what they go through as period pain is not seen as something serious.
Make people understand that period pain is real pain.
Using actual descriptions of period pain gathered from women, we visually brought those experiences to life in over 200 outdoor locations in Singapore. Bringing (out of) home the message ‘Period pain is pain. Period.’
Like being stabbed with a blunt knife and having it twisted continuously.
Understanding what it's like to have period can make us all feel more comfortable about it.
period pain is pain. period.
#IWD2023
Like a person is inside you and breaking you apart with a jackhammer.
Understanding what it's like to have period can make us all feel more comfortable about it.
period pain is pain. period.
#IWD2023
Like your brain is constantly being stuffed with rubber balls and bouncing around.
Understanding what it's like to have period can make us all feel more comfortable about it.
period pain is pain. period.
#IWD2023
2,519,111
That's the number of impressions our IWD posters,
That's half of Singapore! In a week.
Like having a tiny needle jabbed into your eardrum every time you hear someone speak.
Understanding what it's like to have period can make us all feel more comfortable about it.
period pain is pain. period.
#IWD2023
Like someone is reaching into you and using your organs as a stress ball.
Understanding what it's like to have period can make us all feel more comfortable about it.
period pain is pain. period.
#IWD2023
Like fire being injected straight into your veins and flowing through your entire body.
Understanding what it's like to have period can make us all feel more comfortable about it.
period pain is pain. period.
#IWD2023
