.jpg)
U by Kotex launches campaign to normalize menstruation in sports
The “Play on Your Period” initiative highlights female NCAA athletes to reinforce that menstruation should not be a barrier to sports performance
U by Kotex, Kimberly-Clark’s feminine care brand, launched a high-impact campaign during “March Madness”, the main college basketball championship in the USA, which began on March 18.
With the aim of normalizing menstruation in sports and highlighting the resilience of female athletes, the initiative, called “Play on Your Period”, features the participation of NCAA basketball players, the organization that manages all college sports, and various digital actions to engage a wider audience.
The brand has partnered with athletes such as Saniya Rivers, Kailyn Gilbert, Kaia Henderson, Chance Gray, Gabriela Jaquez, Alyssa Utsby and Te-hina Paopao. They star in the video series “What’s in My Bag?”, which offers a behind-the-scenes look at their preparations for the tournament.
In addition, U by Kotex is also promoting the social program “Women on the Street”, a series of interviews with people in local sports bars. The content is being shown on Instagram, TikTok, Facebook and YouTube. An interactive filter on Snapchat has also been developed to encourage support for female athletes and stimulate conversations about menstruation in sport.
The highlight of the campaign is the 15-second commercial “Play on Your Period”, which shows women from different backgrounds playing basketball and reinforces the message that menstruation doesn’t stop them from competing and shining on the court.
“At U by Kotex, we believe in defending the progress of women, both on and off the court. Our ‘Play on Your Period’ campaign was created to end the stigma surrounding menstruation in sports and celebrate the strength, resilience and determination of female athletes competing at the highest level. Through this campaign, we hope to inspire women everywhere to fearlessly embrace their full potential – because menstruation shouldn’t stop anyone from playing, competing or succeeding,” said Nicole Pawlukowsky, Vice President of Marketing at Kimberly-Clark, the parent company of U by Kotex.
