Strong and steady: Kitadol combats period stigma

Kitadol has a history of creating interesting (and award-winning) advertising campaigns that focus specifically on breaking down menstruation stigma. Their campaigns often feature women in traditionally masculine settings, like a Thai boxer in this case.

In the first ad, the woman was replaced with an irritated Thai boxer and portrayed him co-passenger in a traditionally masculine setting, represents someone experiencing the physical or emotional effects of their period. She exhibits nonverbal behavior that we would normally recognize as the interaction between a tense couple. The man looks nervous, and boxer aka woman is staring sourly/angrily outside.

In the second one, He is placed exactly where a wife would normally sit. There is a palpable tension between the boxer and the man reading the paper. The man is looking nervously at the boxer, and the boxer has turned his back on the man while staring sourly into the adjacent child’s stroller.

The ad seem to rely on a stereotypical claim (albeit negatively) that women act as aggressive boxers when they have their periods. The
The campaign whole aimed at women’s male partners implies that Kitadol can help transform this “aggressive monster” back into a presumably calmer state.

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