100% positive media and social media sentiment

502,980 reach / 75,190 impressions on influencer content ft. personal stories + connection to product

Drove positive conversations + 45% increase in media mentions of gender-diverse periods

CLIENT

Modibodi

SERVICES

Brand and Marketing | Leadership | Social Impact | Stakeholder
Award-winning campaign facilitates euphoric periods for All Genders

Timed alongside Sydney’s 2023 WorldPride, Modibodi demonstrated its continued commitment to the LGBTQIA+ community with the launch of an Australian-first, All Gendered period underwear collection.

Requiring earned and social media support, the campaign was designed to break down societal taboos, drive awareness around the new collection and conversations about the need for menstrual inclusion for all bodies and genders.

Campaign ambassador and vocal activist of trans rights, transmasc model, Oscar McGregor (@hotboiyo), shared his experiences with periods, and the mixed feelings the trans community encounter with menstruation.

Stakeholder engagement was crucial to the strategy, with the collection created in consultation with members of the LGBTQIA+ community. Modibodi and IMPACT also undertook an educational workshop to ensure all communications were respectful to the target audience.

LGBTQIA+ influencers secured included those who identify as non-binary, transmac and lesbian. Media coverage achieved 100 per cent positive sentiment. Influencer content generated 502,980 in reach / 75,190 impressions and featured personal stories and connection to the product.

The ground-breaking launch was praised by the media and members of the LGBTQIA+ community, eliciting glowing reviews and emphasising the need for this collection.

In 2024, the campaign won the Best Lifestyle PR category at the international Indie Awards. 

View Work

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