Holiday Demon ‘Crampus’ Boldly Tackles Period Poverty

Social-impact agency Public Inc. has created a new campaign that aims to bring awareness to the reality of period poverty in the U.S. and Canada. This campaign will drive donations to PERIOD. this holiday season. 

“The solvable crisis of period poverty affects 36% of people with periods in Canada and the U.S. This campaign shows that we can all be a part of the solution, making period products accessible in public places,” said Michela Bedard, executive director of PERIOD., a global non-profit organisation committed to ending period poverty and stigma. “In order for everyone to fully engage in work and school, we need to ensure that where toilet paper is freely supplied, so are period products.”

According to proprietary research conducted in December of 2023 by Public Inc. in partnership with YouGov, nearly 1 in 3 females who menstruate (31%) in Canada and the U.S. say they or their family have struggled to afford menstrual products, the weighted average for both countries. When including all people who menstruate, that number jumps an additional 5 percentage points.

“Period products are often taxed by local jurisdictions, making these essential items even more expensive for people who need them. When Public Inc. brought us the idea of Crampus spreading the word about period poverty, we couldn’t say no,” added Bedard. In fact, 50% of people with periods agree that the rising cost of period products (e.g., pads, tampons, menstrual cups, period underwear etc.) has made them change their purchase habits for other products. 

Public Inc., an award-winning social-impact agency, is known for creating an annual purpose-driven campaign in lieu of giving traditional holiday gifts. Past efforts – including It’s F*cking Water and #EFF2020 – have raised awareness and donations in support of access to clean drinking water for Indigenous Peoples and mental health support. With #DeckTheStalls, the purpose-driven agency is banking on high quotients of snark and rage to drive donations to PERIOD.org as well as educate the general public about the realities of period poverty. When people who menstruate can’t access menstrual products, they miss school, work, and important moments in their lives, as well as putting their physical and mental health at risk. And that should be a concern for us all. 

In the campaign, Crampus is presented as the holiday hell demon who is bringing a merry menstruation to all. By collecting donations from viewers and companies alike, Crampus has a plan to raise money in order to #DeckTheStalls with free menstrual products this holiday season – and beyond – to make sure that all people with periods can menstruate without worry or fear. This campaign will run in the U.S. and Canada across various video platforms, including donated digital placements, social media, out-of-home, and even wild postings. The agency hopes to bring as many eyes as possible to this issue. Local PERIOD. chapters and volunteers will also be taking to the streets to #DeckTheStalls in cities across the continent, to help ensure people have access to the menstrual products they need. 

“At this time of year, we often think about holiday get-togethers with friends and family,” said Public chief creative officer Jill Applebaum. “But if almost 1 in 2 (47%) people who menstruate are feeling stressed about their ability to afford period products given the economic climate, they’re not having the same holiday as everyone else. I can’t imagine anyone having to decide that they can’t go to school, to work, or celebrate the holidays because they can’t afford menstrual products – and nobody should. That’s why we brought Crampus to life – we needed a holiday hero who's here to #DeckTheStalls with menstrual products for all!” 

The campaign will run through the end of the year, with all proceeds going to PERIOD. Join the conversation by following Public Inc. (@publicinc) and PERIOD. (@periodmovement) online, and by donating at DeckTheStalls.org.