VML Singapore has partnered with challenger menstrual care brand, Blood, to launch an innovative campaign that aims to destigmatise periods through an unusual approach: cute characters representing decidedly un-cute symptoms.
The Period Squad campaign, features five distinctive characters representing common period experiences, challenging outdated perceptions and normalising conversations about menstruation through a blend of engaging content and cutting-edge technology.
At the heart of the campaign are five characters with distinct personalities: Crampy, Spotty, Moody, Sleepy, and Paddy.
While the first four embody common period symptoms experienced by menstruators, Paddy serves as the brand’s voice, advocating for authentic and unfiltered portrayals of periods.
The campaign debuted with a bold music video produced in collaboration with Piloto and Sixième Son.
Rather than sanitising the menstrual experience, the video tackles periods head-on, depicting realistic experiences including leaks and blood splashes.
Each character has a featured moment, highlighting the specific symptoms they represent, with an overarching message that resonates clearly: periods aren’t cute, and there’s no need to apologise for that.
https://www.youtube.com/watch?v=Wt5eQ7iviQY
Leveraging Technology to Reach Gen Z
Understanding that Gen Z consumers are more likely to trust creators than brands, VML Singapore has positioned the Period Squad as content creators in their own right.
Using an innovative combination of generative AI and motion capture technology, the characters can respond to viral trends and current events in real-time on platforms like TikTok.
“Gen Z listens to creators more than brands,” explains Mateusz Mroszczak, CCO at VML Singapore.
“That’s why we created our influencers, the Period Squad. Our vision is for them to be part of the culture. And with social trends lasting no more than a week, we needed to find a way to make 3D animated content agile enough to keep up with that pace. Now it’s possible to shoot anyone with the motion capture model and create and post content within minutes.”
This technological approach allows the campaign to remain relevant in the fast-paced world of social media, where trends often disappear as quickly as they emerge.
Beyond Digital: Creating Real-World Impact
The campaign extends beyond digital platforms, with plans to integrate the Period Squad into retail spaces and official merchandise.
This multifaceted approach aims to spark conversations and normalise period symptoms in everyday settings, bringing the discussion from online spaces into the physical world.
Blood co-founder Peck Ying highlighted the importance of normalising period symptoms saying, “The cramps, the fatigue, the breakouts, the mood swings…Periods aren’t ‘cute,’ and we’re right there with you. Only when we normalise these symptoms can menstruators feel unapologetic about them.”
Using Cute Characters to Discuss Un-cute Realities
The campaign’s strategy hinges on an interesting paradox: using adorable characters to discuss experiences that society often deems inappropriate for public conversation.
“Periods aren’t cute, so people are uncomfortable having conversations around them,” notes Hinoti Joshi, Global Managing Partner at VML Singapore.
“And so it’s through cute characters that people relate to, like the Period Squad, that we’re going to be able to start conversations and reshape people’s views around periods.”
This innovative approach allows the campaign to break through barriers of discomfort, enabling discussions about menstruation to take place more openly and without shame.
As the Period Squad continues to develop its presence both online and offline, it represents an important step forward in challenging outdated taboos around menstruation, particularly for younger generations who will shape future attitudes toward these natural bodily functions.
