To drive adoption of Thinx Teens among parents of Gen Z and Gen Alpha, we launched a campaign that redefined how families talk about periods—centering open, unapologetic dialogue as a strategic lever for comfort and confidence. Recognizing that language around menstruation is often outdated or euphemistic, we developed a bold creative platform that positioned Thinx as a brand empowering teens and parents to speak plainly, fostering a healthier relationship with periods from the start.

By grounding our messaging in education and emotional insight, we helped shift cultural norms and establish a new status quo around period conversations. The campaign delivered strong business results: 384% ROAS, 37% CVR, and an 8% lift in efficiency over CPM goals—driving measurable traffic growth and engagement.

Role: Creative & Art Direction
Art Direction Support: Puteri Cardinale 

Design Support: Kelly Conklin

Production: See Me Creative
Director: Sara McDowell