Empowering Period Campaigns

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Empowering period campaigns have become a great way for personal care brands to connect with their consumer base while working to destigmatize the conversation revolving around menstruation. In May 2023, period brands continue on this path and a recent example of how these marketing strategies articulate themselves in the public sphere is the Project #BeKind by Natracare, a brand known to be the "creator of the only globally available compostable disposable period products."

The empowering period campaign seeks to "educate and empower consumers to live a non-toxic lifestyle, and make healthy choices for both body and planet." Natracare emphasizes the need for composting our used pads and tampons in particular, citing that "in the United States alone, approximately 12 billion pads and seven billion tampons are discarded each year."