Thinx Announces First-Ever National TV Ad Campaign: “MENstruation” Asking “If we all had periods, would we be more comfortable talking about them?”

TV Ad Campaign to Run on 18 Networks Nationwide Starting on October 9th

Thinx is the First Period Underwear Company to Launch a National Television Campaign; Campaign to Feature Scenes of Cisgender Men Experiencing Periods


NEW YORK–(BUSINESS WIRE)–Thinx Inc., the period solutions company behind Thinx period-proof underwear, is announcing its first-ever national television ad campaign, “MENstruation.” The television campaign asks the question “If we all had periods, would we be more comfortable talking about them?” and includes scenes in which cisgender men are placed in everyday situations people with periods experience and know all too well, including:

– a boy telling his dad ‘I think I just got my period’

– a man asking his colleague ‘hey man, do you have a tampon?’

– a man rolling over in bed to reveal he left a blood stain on his sheets

The ad concludes with a call to action for all viewers, “It’s time to get comfortable” talking about and destigmatizing menstruation.


Thinx is the first period underwear company to launch a national television advertising campaign.

Maria Molland, CEO of Thinx Inc., said of the campaign, “People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal. We’re taught to hide our period products in our sleeves on the way to the restroom, and constantly check our clothes for any leaks or stains. In fact, 80% of teens [with periods] report a negative association with periods, and say they are gross or unsanitary.

Molland continued, “In our first national television campaign, we are imagining the answer to this question: If all people had periods, including cisgender men, would they be normalized? Would we be able to talk openly about them, without shame? Half the population does have a period, and we want to broaden the conversation to everyone, no period required.”

“Our goal was authenticity and empathy,” said Crystal Rix, Chief Strategy Officer of BBDO New York. “So much of the industry and culture uses ridiculous euphemisms to talk about periods. We wanted an honest and sincere attempt to build understanding and empathy for people with periods.”

“It has been such an honor to be able to help guide Thinx along through our first national campaign. To us, this commercial means so much more than trying to sell products, it’s about starting a conversation with the goal of making that discussion more comfortable for everyone, as well as an opportunity to better educate people on the options that are better for the planet and their bodies,” commented Siobhan Lonergan, Chief Brand Officer, Thinx Inc.

The national television ad campaign, created by BBDO New York and directed by Rachel McDonald, will run on 18 networks across the United States, including: Bravo, E!, Oxygen, BET, MTV, VH1, HGTV, the Food Network, TLC and NBC.

Thinx Inc. is a family of brands dedicated to creating products that champion and support bodies throughout different stages of life. From first periods, post-menopause and all the leaks in between, Thinx, Thinx [BTWN] and Speax (formerly Icon) aim to empower customers with inclusive, sustainable solutions, while directly confronting taboos around menstruation and bladder leaks.

Their innovation has been recognized by top industry publications, ranking #1 in 2019 for Best Period Panties by both Women’s Health Magazine and Good Housekeeping. Thinx was ranked #1 for Women’s Health Best Tech Gadgets for Women in 2018. Thinx was ranked #1 on Crain’s “Fast 50” New York List in 2018, listed as one of CNBC’s Most Disruptive Companies of 2018 and Inc. 5000’s Fastest Growing Private Company of 2018.

Thinx MENstruation Credits

Agency, BBDO New York

Bianca Guimaraes, VP Creative Director

Peter Alsante, VP Creative Director

Jenn Tranbarger, ACD/AD

Jess Rello, ACD/CW

David Lubars, Chief Creative Office, Worldwide

Greg Hahn, Chief Creative Office, New York

Angela Narloch, Executive Producer

Anthony Curti, Executive Producer

Corie Rosenblatt, Producer

Yamaris Leon, Content Operations Director

Julia Millison, Music Producer

Shelly Bloch, Business Manager

Dave Rolfe, Head of Integrated Production

Katherine Grib. Account Director

Olivia Dames, Account Executive

Crystal Rix, Chief Strategy Officer

Nicole Landesman, SVP Brand Strategist

Kim Ryneska, SVP Brand Strategist

Christine Yang, Data Solutions Manager

Client, Thinx

Maria Molland, CEO

Siobhán Lonergan, Chief Brand Officer

Hilary Fischer-Groban, Brand Director

Meng Shui, Creative Director

Daniella Sakhai, Senior Manager of Performance Marketing

Meredith Zingale, Brand and Creative Project Manager

Production, Biscuit

Shawn Lacy, Partner/Managing Director

Rachel McDonald, Director

Autumn Durald Arkapaw, Director of Photography

Holly Vega, Executive Producer

Mercedes Allen-Sarria, Head of Production

Rachel Glaub, Head of Production

Maury Strong, Line Producer

Editorial, Arcade

Sila Soyer, Executive Producer

Arlene Perez, Producer

Laura Sanford, Editor

Jeff Lopus, Editor

Max Hoffman, Asst Editor

Sound Design, Heard City

Gloria Pitagorsky, MD/Partner

Eric Warzecha, Audio Engineer

Color, Company 3

Sofie Borup, Colorist

Alexandra Lubrano, Producer

Finishing Company, The Mill

Bethany Phillips, Producer

Luke Proctor, Producer

Anton Anderson, VFX Artist

David Forcada, VFX Artist

Justin Keil, VFX Artist

Jamie Scott, VFX Artist

Drew Maloney, VFX Artist

Sam Caine, VFX Artist

Corey Brown, VFX Artist


Brett Abrams | +1-(516)-841-1105 |

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