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 boxing in this case.

In this campaign, the woman, portrayed as a co-passenger in a traditionally masculine setting (like an irritated boxer here), 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 nervously at the woman, and she has turned her back on him 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 message implies that Kitadol can help transform this “aggressive monster” back into a presumably calmer state.

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