The Kt by Knix and PERIOD. Campaign Fights Stigmas & More
Laura McQuarrie — May 5, 2022 — Lifestyle
References: instagram & prnewswire
The little sister brand to intimates and apparel company Knix, Kt by Knix, and PERIOD teamed up for a charitable social campaign called #periodovershare that aims to fight both period stigma and poverty.
On social media, the campaign works to normalize conversations about periods and empower people who menstruate so that everyone can feel comfortable sharing their period stories. For the month of May, when users tag @ktbyknix and @periodmovement and use the campaign hashtag on social media, Kt will donate one of its reusable pads or a pair of leakproof underwear to PERIOD. to support BIPOC and LGBTQIA2+ communities.
To kick off the Gen Z campaign, Kt invited content creators Grace Rivers, Sierra Ann, Jasphine Bakhita, Kalista Dwyer, Heather Alysya to tell their own stories.
On social media, the campaign works to normalize conversations about periods and empower people who menstruate so that everyone can feel comfortable sharing their period stories. For the month of May, when users tag @ktbyknix and @periodmovement and use the campaign hashtag on social media, Kt will donate one of its reusable pads or a pair of leakproof underwear to PERIOD. to support BIPOC and LGBTQIA2+ communities.
To kick off the Gen Z campaign, Kt invited content creators Grace Rivers, Sierra Ann, Jasphine Bakhita, Kalista Dwyer, Heather Alysya to tell their own stories.
Trend Themes
1. Period Positivity Movement - Opportunity to create new product lines and marketing campaigns that celebrate menstruation as a natural process and promote period positivity.
2. Charitable Social Campaigns - Opportunity for businesses to collaborate with charitable organizations and drive positive change through social campaigns.
3. Inclusive Donation Initiatives - Opportunity to support underrepresented communities through donation initiatives that prioritize inclusivity and diversity.
Industry Implications
1. Feminine Hygiene - Opportunity for feminine hygiene companies to move beyond traditional messaging and products and embrace period positivity and charitable initiatives.
2. Fashion/apparel - Opportunity for fashion and apparel companies to create reusable pads and period-proof underwear that are sustainable, inclusive, and give back to those in need.
3. Social Media - Opportunity for social media companies and influencers to promote period positivity and destigmatization through viral campaigns.
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