Holiday Hell-Demon Crampus –with a C– decking the stalls with pads and tampons for all!

PERIOD.

DECK THE STALLS

CASE STUDY

ISSUE

Nearly 1 in 3 people with periods in the US and Canada live in period poverty, according to proprietary research with YouGov. They miss work, school, and opportunities. In partnership with PERIOD., we set out to educate audiences and raise donations during the holiday season

Crampus, the holiday hell demon, looks into the camera

SOLUTION

Deck the Stalls with a Holiday Hell Demon

We started a movement to #DeckTheStalls led by an anti-Santa, Crampus (with a C). She passionately shared her mission across media while collecting money at deckthestalls.org, with all proceeds going to PERIOD.

We also activated local PERIOD. chapters to #DeckTheStalls IRL, hanging stockings filled with free period products in public bathrooms across the US and Canada.

It wasn’t all sugarplums and snowflakes. With no money and no time, Crampus relied on tons of talented people to take us from shooting one week to going live the next. And once media companies saw Crampus in action, many lined up to donate space or feature her in the news to help us spread the word (a true Crampus miracle given our $0 media budget).

IMPACT

0M

Views in a
few weeks

0K

Period products
donated

$0K

Dollars
donated

$0

Media budget

Deck The Stalls posters are seen on the streets of Toronto

Deck the Stalls
Fights Period Poverty

FORBES

Season’s Bleedings: ‘Mother Bitchmas’
Confronts Period Poverty

ADWEEK

Holiday Demon ‘Crampus’
Boldly Tackles Period Poverty

SUSTAINABLE BRANDS

“This was by far our most successful campaign we’ve ever done. Public really understood the tone of our audience without us even having to change a thing.”

Michela Bedard

Executive Director, PERIOD.

AWARDS

Silver | Comedy Video
Audience Honor | Comedy Video
Finalist | Social Good Campaign
2023

Silver Halo | Best Gender Equality / Equity Initiative
Silver Halo | Best Social Impact Creative
2023