Research conducted by the brand found that 42% of tampon applicator users were not inserting the applicator properly, while 79% experienced discomfort while wearing tampons at least occasionally.

Much of the fear and apprehension that surrounds tampons stems from the fact that no one talks about them: how to use them, how they should feel, etc. But we’re going pull back the curtains and shed light on tampons with “Tampons and Tea,” a faux talk-show hosted by guru Comfort Wright, who boldly tackles tampon discomfort with a simple truth: “if you can feel the tampon inside you, it’s probably not in far enough.”

After running in several western European countries, this ad was banned in Ireland after 84 complaints.

P&G’s response: "…we will continue in our efforts to normalise periods and help end period stigma."

Role: Senior Art Director
Credits: Laura Stamm-Boyd (ECD), Amanda Green (CW), Kim Yau (AD)
Client: Tampax P&G
Agency: Saatchi & Saatchi
Director: Jean Productions