Thinx revolutionizes the representation of women’s health in the digital age

 Thinx, inspired by the inaccurate representation of women experiencing menstruation and menopause on visual AI platforms, launches the GetBodyWise campaign. This initiative seeks to illustrate how social stigmas of menstruation are perpetuated in AI, highlighting the importance of education to break the cycle of stigma surrounding women’s health.

The campaign, developed by agency BBDO Los Angeles, features a collection of images inspired by AI results, reflecting states of shame or guilt over the pursuit of normal bodily functions. Crystal Zerrenner, director of growth at Thinx, says AI reflects the cultural stigmas that still persist around periods, which is why they are launching Get BodyWise to combat prejudice and normalize the discourse around this topic.

 

To produce authentic images, Thinx collaborates with menstruating artists, even though they are conceptually similar to those generated by AI. Sara Plotkin, vice president of brand and creative at Thinx, stresses the importance of accessing relevant and accurate information about the body, hoping GetBodyWise.com will become a resource to normalize conversations about periods and combat shame-inducing tropes.

GetBodyWise.com provides information on menstrual health and body literacy, including quarterly topics from first period through menopause, with articles, educational activities and videos featuring Dr. Saru Bala, licensed naturopathic physician and Thinx partner. Dr. Bala emphasizes the importance of promoting body literacy to combat the notion that menstruation and menopause are shameful.

Thinx joins UN Women’s UnStereotype Alliance to eradicate harmful stereotypes in media and advertising content and participates in MAKERS to start a conversation about body literacy and promote action among brands, leaders and individuals to Get BodyWise.