One in four women cannot afford menstrual hygiene products. Looking to bring this issue to the fore is PERIOD, a non-profit organization that is working to eliminate period poverty and stigma through advocacy, education and service. It was founded in 2014 by Nadya Okamoto, who is currently a junior at Harvard. PERIOD has released this PSA in conjunction with the first-ever National Period Day which took place on October 19.

Created pro bono by BBDO San Francisco and sponsored by Seventh Generation, the film See Red features Stephanie Shepherd, Madame Gandhi, Krewella and others speaking passionately about the issue of period poverty. What starts as a familiar PSA soon takes a sobering turn, when these familiar faces begin bleeding. The advocates proceed to explain that as humans, we are hard-wired to respond dramatically to blood, but when that blood is hidden, it’s too easy to ignore. Not having tampons and pads means not being able to go to school or work. A menstruator’s time of the month should not mean time away from the education or wages they need.

Pam Thomas (a Free the Bid director) of Community Films helmed See Red.

Credits

Client PERIOD, Agency BBDO San Francisco Jim Lesser, CEO; Matt Miller, chief creative officer; Kate Catalinac, creative director/copywriter; Corinne Goode, creative director/art director; Louise Doherty, executive producer; Leslie Seder, interactive producer; Bentley Rawle, content creator; Dalan McNabola, editor. Production Community Films Free Pam Thomas, director; Tami Reiker, DP; Lizzie Schwartz, Carl Swan, exec producers; Tony Cantale, line producer; Brenna Bash, key makeup; Julie Vogel, key costumer. Music Alibi Music Kent Carter, composer and VP, strategic initiatives;Jonathan Parks, exec producer. Audio Post One Union Recording John McGleenan, president/owner; Joaby Deal, Matt Wood, sr. engineers; Jaylen Block-Smith, exec producer. Color Company 3 Jill Bogdanowicz, colorist; Matt Moran, sr. producer; Ashley McKim, VP. VFX Method Studios Matt Welch, VFX artist; Heather Saunders, VFX producer. 

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