Cycle

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      Client
      Freda
      Craft's Role
      Production coordination and in-house post-production
      Industry
      Health 
      Location
      Global with focus on the UK
      Agency / Partner
      Craft Spain, McCann Madrid, McCann Worldgroup Creative Excellence team Europe, Webber Shandwick London. Consultancy Agency: McCann NY. Contributing Agency: McCann Q NY. Partners: Blur Films, Great Guns UK.
      Free from preconceptions, ‘Cycle’ is a period care range designed for everybody
      What we did

      Free from plastics, pollutants, and preconceptions , ‘Cycle’ is designed with packaging that takes everybody who menstruates into consideration. The aim was to:

      1. Reframe the societal narrative around periods – women are not the only gender that needs access to period care
      2. Create positive impact on the acceptance and well-being of the transgender and non-binary community.
      3. Spark meaningful conversation about the importance of period inclusivity, and by extension, of period inequity in for all walks of life.

      How we did it

      Gender representation in the period care industry is unfair. Transgender and non-binary people form a sizable community whose needs are poorly understood by the period care industry and society at large. Roughly 60% of these are trans men, and they have to face a hyper-feminine period care market every day, that makes them feel ashamed and fearful. Grounded in this insight, the idea was to create a product experience designed to address the lack of inclusivity in the category. To help us do that and to ensure our message was translated as effectively as possible we asked three transgender & non-binary influencers – Jamie Raines, Kenny Ethan Jones and Siufung Law – to be part of the campaign. We would ask them to tell us their own story “Behind the Period” in a documentary style film.

      Siufung Law talks candidly about period inequity.
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          Siufung Law talks candidly about period inequity.

          Creating an Inclusive Narrative for Period Care

          With the packaging designed by McCann, Craft took over the production and post-production of the campaign. We were up against a lack of time and a geographical challenge, as coordinating between time zones and remote teams in Europe and Asia was challenging. We allocated four days for pre-production with one shooting day in London and one shooting day in Hong Kong. Craft ensured that we aligned communications between the creative team, client and our protagonists. And the entire production was executed in less than a month, from start to finish.

          Craft Worldwide

          Jamie Raines’ shares an honest depiction of his own personal journey highlighting how “Cycle” exemplifies the simplicity of inclusivity.

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              Jamie Raines’ shares an honest depiction of his own personal journey highlighting how “Cycle” exemplifies the simplicity of inclusivity.
              The impact

              Since its launch in April 2021, Freda’s sales and donations have increased by 37%, while receiving widespread acclaim from the LGBTQI+ community and beyond. Major companies are partnering with ‘Cycle’ to offer its products to customers and employees. The campaign has been covered by major titles like Glamour UK, Forbes, Metro, Trend Watching, Pink News, Yahoo News, Hypebae, Refinery 29 and more. “Cycle” has achieved a combined organic reach of 135 million with no media investment. The social impact of this campaign has grown astronomically. The launch video amassed +150,000 views on Instagram, with a 98% positive sentiment. This idea drove organic partnerships with influencers who had millions of followers. It has also been recognized for a variety of awards, including the Gerety Awards and the Cannes Lions Awards.