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What Do Vibrators, Hummus and Party Circles Have in Common? The Moxie Periodic Table Goes There in New Campaign

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With over 60 pieces of content and more underway, the Moxie Periodic Table covers all the ‘feels’, ‘fixes’ and ‘things’ that go with menstruation, with the help of agency TABOO

What Do Vibrators, Hummus and Party Circles Have in Common? The Moxie Periodic Table Goes There in New Campaign

In an effort to break down societal stigmas around periods, personal care brand Moxie has partnered with TABOO to launch ‘The Moxie Periodic Table’ – a centralised, online resource that provides credible, useful information about periods.

The Moxie Periodic Table is a totally uncensored period guide designed to make menstruation easier for everyone, covering tips and tricks from a team of experts including sexologists, gynaecologists, nutritionists and fitness gurus, who answer everything from ‘WTF is a menstrual cup?’ to ‘Am I still a virgin if I use a tampon?’.

The new campaign includes comedy skits by Emma Holland, playlists by musician Kira Puru and advice from sexologist Chantelle Otten on everything from ‘outercourse’ to period-friendly sex toys.

To kick start the project, Moxie founder Mia Klitsas treated Melbourne commuters to a helpful and practical tip for reducing period cramps. The ongoing project will run on social media and street posters across Melbourne and Sydney with a PR campaign led by Alt/Shift, all driving to the Moxie Periodic Table microsite.

Coinciding with the launch of the initiative is the release of new research revealing almost half of Australian women do not fully understand their periods, with a further one in five admitting they feel embarrassed, ashamed or judged talking about menstruation.

Mia Klitsas, co-founder and CEO of Moxie says: “It’s astounding that in the year 2020, people are still uncomfortable when it comes to talking about periods. This is leading to a lack of communication, which in turn is having a damaging effect on people’s understanding of their own bodies. Women are not getting the support and information they want and deserve; but we are here to change that.”

Matilda Hobba, general manager of Taboo adds: “This is a really important project for us to share with young women. If we can help to make this monthly reality a little less daunting and a little more light-hearted, we’ll have done our job. Importantly, The Moxie Periodic Table is a resource that will live on and evolve in line with what our community needs; it’s a place where people can ask all their wildest and most confronting questions – and receive honest, caring and respectful answers in return.”

In addition to launching The Moxie Periodic Table, Moxie has announced a partnership with Share the Dignity. Throughout the month of March, for every menstrual cup purchased on the Moxie e-store, Moxie will donate a menstrual cup to an Indigenous woman or girl living in a remote community.

For more information on The Moxie Periodic Table, click here.

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Client

Advertiser: Moxie

Founder: Mia Klitsas

Creative Agency

Creative Agency: Taboo

General Manager: Matilda Hobba

Account Manager: Chloe Herbert

Executive Creative Director: Nick Jamieson

Creative Director: Matt Heays

Art Director: Steph Kitchin

Copywriter: Claudia Sarosiek

Producer: Christina Meunier

Strategy Director: James Mackinnon

Senior Strategist: Tatum Ambler

Social Media Executive: Jacob Moeschinger

Animation and Motion Graphics: Jumbla

Video Production: Magnetiser

Public Relations: Alt/Shift

Web development: Blackbelt

Categories: Beauty & Health, Sanitary protection

TABOO, Wed, 20 May 2020 10:04:33 GMT