What do vibrators, hummus and party circles have in common? The Moxie Periodic Table goes there in a new campaign via TABOO, Melbourne
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 easy(er) 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?’.
With over 60 pieces of content and more underway, the Moxie Periodic Table covers all the ‘feels’, ‘fixes’ and ‘things’ that go with menstruation – and 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 (pictured below). 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.
Says Mia Klitsas, co-founder and CEO of Moxie: “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.”
Says Matilda Hobba, general manager of Taboo: “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 at moxie.com.au, 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, visit www.moxie.com.au/periodictable
Client: Mia Klitsas
Taboo General Manager: Matilda Hobba
Taboo Executive Creative Director: Nick Jamieson
Taboo Creative Director: Matt Heays
Taboo Copywriter: Claudia Sarosiek
Taboo Art Director: Steph Kitchin
Taboo Agency Producer: Christina Meunier
Strategy Director: James Mackinnon
Taboo Senior Strategist: Tatum Ambler
Taboo Strategist: Diva Gattani
Taboo Account Manager: Chloe Herbert
Animation & Motion Graphics: Jumbla
Video Production: Magnetiser
Public Relations: Alt/Shift
Web development: Blackbelt