Putting Period Poverty on the Shelf

We were asked to create a campaign with real social impact. Research led us to menstrual products. Well… research is a big word when your team is basically built of mamacitas. Shocking truth: this topic wasn’t new to us.

Everywhere else, tampon tax has been headline news. But here in Estonia, the imaginary Iron Curtain was still doing its best impression of a blindfold. So we ripped it off.

After fact-checking, debate, and a few “are we really doing this?” moments, Estonia’s largest convenience store took the leap: tackling tampon poverty and lowering menstrual product prices for good.