Deck The Stalls
2023 PUBLIC HOLIDAY CAMPAIGN
The Challenge
Every year, we take the budget that other agencies put towards client gifts and use those funds to create a campaign for social good. This year, we put out our employee-wide call for social issues and period poverty received an overwhelming majority. Working in partnership with YouGov, we quickly learned that nearly 1 in 3 people who menstruate (31%, the weighted average for both countries) in Canada and the U.S. say they or their families have struggled to afford menstrual products. That needed to change.
The Approach
Our creative team took those learnings and created a holiday campaign to help both educate and drive donations among general audiences. To tie it to the holidays, an all-new holiday hero named Crampus – with a C – was born, who was on a mission to #DeckTheStalls with free period products for all. We then contacted PERIOD.org, a leading nonprofit organization in this space, and pitched our idea. They immediately said, “yes!” and campaign planning began, with donations received now running through their organization.
With filming underway, we began teasing the campaign to prospective corporate partners. Within days, companies like Cora, Joni, The Period Company, Period Aisle, and Saalt, lined up to donate products and get involved. Media companies, too, began offering pro-bono placements across North America, to help ensure the message was seen by as many as possible. Everyone loved Crampus’ plan to #DeckTheStalls and saw the importance of the cause.
The Impact
At launch, our campaign gained massive attention, earning over 70M impressions in just over a week. Over 12 million views and countless shares of our video poured in during the month of December, with nearly $500,000 in both product and dollars collected. With write ups in Forbes, The Message, Adweek and many more, we educated millions about the important issue of period poverty and got them involved in helping those in need.
Using the donated funds and period products, PERIOD. chapters and volunteers across the continent took to the streets in their respective cities to #DeckTheStalls with stockings filled with free period products. From schools and libraries to shelters and women’s centres – and beyond – we got products into the hands of those in need. And we inspired others to do so, too. It was, truly, a Crampus miracle.
The Partners
RedLabTO
Objective One Inc.
Pirate Sound
YouGov