Best Non-profit Integrated Ad Campaign

In July 2023, what’s commonly known as the “Don’t Say Period” bill, began limiting public
school education about human sexuality, gender, and ultimately, periods. And 23% of kids
report that their families aren’t openly discussing this at home!

We partnered with PERIOD, a non-profit whose mission is to provide crucial period
education to create Sans Period. It’s a secret typeface that turns period punctuation into
period education. It allowed us to sneak period education into schools and circumvent the
school systems’ internet firewalls.

Each and every letter hides at least one blood drop in plain sight. And through OpenType
features, we hid 36 unique menstruation facts in the periods themselves that change
automatically with every letter and period combination.

Thanks to donations, we were able to share the secret typeface across digital billboards
that were strategically placed from 7am to 9am, right when kids are getting on the bus to go to school. With no paid media, videos across TikTok and Instagram went viral, and served
as a call to action for kids to get educated.

Both the digital billboards and social all drove to SansPeriod.com, where kids can download
the font and learn more about why period education is so important.

Since launch, the Sans Period typeface has been in everything and on everything—from
school papers to letters written to local governments.

But for the millions of kids lacking crucial period education, Sans Period has helped fill the
education gap around periods.

Contributors:

Chief Creative Officer:	Dina Peck
Senior Vice President, Creative Director:	Ilyssa Berger Wilson
Senior Vice President, Creative Director:	Tyler Maxson
Vice President, Group Copy Supervisor:	Lauren Dufour
Vice President, Group Art Supervisor:	Samantha Izurieta
Vice President, Associate Editorial Director:	Liza Grabowski
Art Supervisor:	Jacque Lombardo
Senior Video Editor:	Nate Platzner
Senior Copywriter:	Julia Pretsfelder
Copywriter:	Nicco Rosato

PATIENTS & PURPOSE

Location: United States