‘Period Paper’ campaign turns period poverty into Loeries-winning idea

The ‘Period Paper’ campaign, created by advertising agency Joe Public for Independent Media, won the Grand Prix at the 2026 Loerie Awards for its impactful portrayal of period poverty. It used hyper-realistic menstrual blood stains on major newspapers like the Cape Times, The Star, and The Mercury to raise awareness about how millions of girls rely on unsafe alternatives due to the high cost of sanitary products. The campaign was published in 21 countries and received a strong global response. It was a collaboration with The MENstruation Foundation and earned awards for art direction in print.