For MENstruation

For MENstruation



The Challenge

93% of transgender men report experiencing gender dysphoria—psychological distress from a mismatched gender identity assigned at birth—related to their menstrual cycles.

With little to no products designed specifically for the trans community, Vuokkoset tapped TBWA\Helsinki to change this.

The Solution

Tampons for Men.

Contrasting with the typical designs of feminine artwork and pink motifs, the 16-pack has the same functionality as regular tampons, but its message and packaging avoid feminized imagery making it more inclusive and in line with trans men’s identities.

The product comes in a steel blue box with the words “FOR MEN” cleverly designed in the front of the box, while the remaining characters “STRUATION” smartly complete the design across the packaging, all in sleek block san-serif letters. 

The Results

Media investment
Social interactions
Earned media value
Media reach

The first batch of the product (2000 units) SOLD OUT in one week and–at the time of this writing–the For MENstruation product had been covered by media in 89 countries.