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When Planned Parenthood launched their first-ever digital product — the Spot On period and birth control tracking app — they needed a distinctive social campaign to go along with it.
I worked with BBMG, a Brooklyn-based branding and social impact agency, to develop a creative concept and campaign that confronted the still-persistent taboos about menstruation, and ultimately get one million people with periods to download the app.
At the time, Facebook and the notion of “liking” and “following” things on social media were at peak power. The idea of “You don’t have to like your period, but you should follow it” came to me, and the BBMG team decided to run with it.
The app and campaign nabbed a Gold Distinction in the 2017 Shorty Social Media Awards, and was also an honoree in Fast Company’s 2017 Innovation By Design Awards. And it got over a million downloads worldwide in its first year.