Do men think period poverty is a problem? Ask the ones who had to pay for toilet paper.
For International Women’s Day, a small team at Huge partnered with PERIOD to raise awareness about pad and tampon accessibility in public restrooms. We conducted a social experiment by creating the world’s first coin-operated toilet paper dispenser and installing it in men’s rooms.
$8k production budget. $0k in paid media. 85M impressions in one day.
The reaction to the stunt was overwhelming. The video went viral, with over 1.5 million views in its first week. Media outlets like Glamour, Now This, Global Citizen, Adweek and Campaign all picked up the PSA. The work won two Shorty Awards for Best in Gender Equality and Pro Bono and took Gold in Communication Arts Advertising Annual.