AWWA
- PR Strategy
- Media Relations
AWWA is New Zealand’s first period underwear brand, offering sustainable and modern alternatives to traditional single-use period products. AWWA's core vision is to destigmatize and decolonise menstruation to make it a more comfortable, empowering experience for all people who period.
Photography by HOLLY SARAH BURGESS
In order to capture the media's attention and facilitate the destigmatization process, Someday Studios needed to develop an effective and robust communications strategy. The objective was to create an approach that would encourage the media to embrace and integrate menstruation conversations into their platforms.
In an effort to demonstrate the benefits of their reusable products and break the stigma around periods being shameful and embarrassing, AWWA created their first ever 90-second commercial. The progressive ad is set during lockdown, featuring two flatmates menstruating in synchronicity although with contrasting experiences. The honest portrayal reveals the emotions and normalities experienced during menstruation, including real blood, never seen before on national television.
Through AWWA’s 'Easier way to Period' advertising campaign that made headlines in NZ and AU, as well as the launch of their Teen Kits range and partnership with Adult Toy Megastore, we were able to secure brand and profile coverage across Stuff, NZ Herald, The Project, RNZ National, Today FM, Sunday Magazine, Fashion Quarterly, Capsule, Ensemble and Good Magazine.
