Uploaded December 2024 | Updated September 2026, 2 weeks ago
Gender dysphoria is the distress caused by a mismatch between a person’s gender identity and the one they were assigned at birth. For transgender men, this distress is heightened by menstruation—a physical experience that feels incongruent with their identity. Adding to the challenge, menstrual products are traditionally marketed as “women’s products,” reinforcing outdated societal beliefs about who menstruates.
Finnish hygiene brand Vuokkoset addressed this issue head-on by launching a tampon specifically designed for transgender men. The product was created to reduce dysphoria and better align with their identity. While tampons aren’t inherently gendered, cultural assumptions about their use, from packaging design to the spaces they are found in, perpetuate the notion that periods are exclusively a women’s experience. Vuokkoset sought to challenge this belief and provide an affirming alternative for trans men and non-binary individuals.
The campaign debuted during Transgender Awareness Week with proceeds supporting a gender diversity NGO. With no media investment, it achieved remarkable results—1 billion media impressions across 89 countries and 14 million social interactions. The message was simple yet powerful: It’s time to include men in menstruation.
AWARDS
Eurobest 2024
- PR Grand Prix
CREDITS
Brand: Vuokkoset, Finland.
Creative Agency: TBWA\, Helsinki.
Gender dysphoria is the distress caused by a mismatch between a person’s gender identity and the one they were assigned at birth. For transgender men, this distress is heightened by menstruation—a physical experience that feels incongruent with their identity. Adding to the challenge, menstrual products are traditionally marketed as “women’s products,” reinforcing outdated societal beliefs about who menstruates.
Finnish hygiene brand Vuokkoset addressed this issue head-on by launching a tampon specifically designed for transgender men. The product was created to reduce dysphoria and better align with their identity. While tampons aren’t inherently gendered, cultural assumptions about their use, from packaging design to the spaces they are found in, perpetuate the notion that periods are exclusively a women’s experience. Vuokkoset sought to challenge this belief and provide an affirming alternative for trans men and non-binary individuals.
The campaign debuted during Transgender Awareness Week with proceeds supporting a gender diversity NGO. With no media investment, it achieved remarkable results—1 billion media impressions across 89 countries and 14 million social interactions. The message was simple yet powerful: It’s time to include men in menstruation.
AWARDS
Eurobest 2024
- PR Grand Prix
CREDITS
Brand: Vuokkoset, Finland.
Creative Agency: TBWA\, Helsinki.
