Destigmatizing periods
in the military
Product Strategy + Design / Concepting / 3D Modeling
BACKGROUND
The Case For Her– a funding collaborative that invests in early stage markets within women’s health– asked entrants to the D&AD New Blood Awards to develop an innovative product, service or campaign that tackles menstruation issues. Our team was determined to do more than start a conversation; we wanted to help an audience that is often overlooked.
THE ASK
Change the way the world thinks about menstruation.
THE CHALLENGE
Address the needs of an underserved segment: military menstruators.
THE SOLUTION
A period tool kit for individuals who serve in the military.
THE SITUATION
Recent innovations in the menstruation market focus on shattering social stigmas.
Libresse, #BloodNormal
Libresse, the feminine care brand, launched #BloodNormal in 2018. The campaign that started a conversation about normalizing periods.
Dame, Sustainability
Billions of plastic applicators get thrown away each year and cannot be recycled, so Dame made their’s reusable. This innovation launched a global movement towards greener periods.
LOLA, Ingredient Transparency
Have you ever wondered what is in a tampon? That small question inspired LOLA, an organic tampon and a brand that is completely transparent with customers about the ingredients in its products.
THE OPPORTUNITY
What if a period product was designed for an audience with more functional needs?
Individuals who serve in the military deal with menstruation issues that are more pragmatic than social. They feel anxious about their periods because of three main issues:
Access
Individuals who are out in the field are responsible for providing their own supply of sanitary products.
”You better bring enough pads and tampons
for the whole trip. No pain meds allowed.”
Privacy
More often than not, menstruators do not not have access to bathrooms
”During military combat training we were
in the field for two weeks with no access
to toilet facilities.”
Cleanliness
Since staying clean is more of an option than a given, infections are very common.
”If you have can use a baby wipe or some
canteen water to wash yourself because
you don’t have access to a shower.”
THE SOLUTION
The Pelican MTK: A period tool kit for individuals who serve in the military.
The Pelican MTK comes fully stocked with:
An individual’s preferred choice of hygiene products
Hand sanitizer and intimate wipes for cleanliness
Pain medication, supplements and heat patches to alleviate period symptoms
Specially designed waste bags
Waste Disposal
The Pelican MTK has a separate, air-tight waste compartment so menstruators can dispose of used sanitary products with ease and discretion.
Replenishment
When supplies run low, they can document the products needed and give the list to the person in charge of fulfillment.
Partnering with Pelican
Our team decided to partner with Pelican, a durable and rugged brand already utilized and trusted by the armed forces. Ultimately, our goal is to make Pelican MTK standard issue for all menstruators in the military. In additional to military distribution, the kit will be available for purchase at outdoor retailers like REI so outdoor enthusiasts can also benefit.
How did I make it?
With the help of reddit, some awesome military women
and late night Jimmy John’s deliveries
TEAM
Zach Brown, Creative Brand Manager
Anna French, Strategist
Chloe Friedman, Art Director
Joelle Halle, Experience Designer
WHAT I LEARNED
Time Management
Magical things happen when you and your teammates are aligned when it comes to time management. When this happens, cherish it and make the best work possible.
Craft
When your files gets corrupted and you lose 5 hours of work, remember Henry Ford’s wise words: “Failure is simply the opportunity to begin again more intelligently.”