menstruation is more than a feminine phenomenon — it’s a human one. however, period care industry ignores 16 million trans men and non-binary people who menstruate every month. at freda we believe period inclusivity is a right, which is why together we created not just a campaign, but a new product: cycle
to improve the lives of millions of transgender men in the world, we created cycle: the first menstrual hygiene brand in history designed for everyone.
with cycle by freda we broke many taboos around menstruation and started a conversation that is already changing the menstrual hygiene industry around the world.
agency: mccann madrid
cd: borja diego & rafa
art director: catarina barcala & xavi ocana
film director: mar de corral
//awards
cannes lions, 2022 - silver lion, gender equality /
cannes lions, 2021 - shortlist, creative strategy lions /
gerety award, 2021 - gold product & packaging design /
eurobest award, 2021 - shortlist creative strategy /