Midol

We live in a society that has normalized menstrual discomfort. A society that says pushing through pain makes you more powerful. This campaign launches a new purpose for Midol—to end the normalization of discomfort. Evocative, raw, and real imagery show the physical and psychological realities of discomfort that menstruation causes, and remind all who menstruate that they don’t have to power through it. That, in fact, Comfort is Power.