#EndPeriodPoverty

Always

The Brief

Nearly 1 in 5 girls in the U.S. misses school due to lack of access to period products—a statistic that’s as heartbreaking as it is unacceptable. Always sought to raise awareness of this issue and drive donations through a bold social campaign tied to their annual product-for-product initiative: for every pack purchased, one was donated to a girl in need. The goal was to spark conversation and compel action—especially among Gen Z audiences during the back-to-school season.

The Idea

To expose the reality of period poverty, the team focused on one jarring symbol: the sock. Used by girls as a last resort when proper supplies aren’t available, it became a visual anchor for the campaign’s truth. Stark, bloody imagery of socks and other makeshift materials flooded social feeds, accompanied by the message: “A sock is not a pad.” Each post acted as both a call for empathy and a rallying cry to join the #EndPeriodPoverty movement—driving donations with every product purchased.

My Role

Serving as copy lead, the role spanned concept development through final asset delivery, with contributions that included:

  • Writing copy for all static and motion-based social content

  • Partnering with visual and strategic leads to balance shock value with emotional resonance

  • Collaborating on engagement tactics to amplify organic reach

  • Supporting PR and influencer briefing materials to ensure message consistency across channels

The Execution

  • Social-first campaign featuring bold visual symbols of period poverty

  • Static and video content tailored for Instagram and Twitter

  • Activations during back-to-school season to maximize urgency and cultural relevance

  • Campaign hashtag #EndPeriodPoverty used across organic, paid, and influencer content

The Results

  • Nearly 5,000 organic mentions

  • Outperformed iconic brand campaign lines—including #LikeAGirl—in branded hashtag use

  • +140% increase in positive brand mentions

  • Reached an estimated 13M organic impressions on Twitter alone

  • Won a Gold ADDY Award for Best Interactive Campaign and two Silver ADDY Awards for Best Social Media Campaign and Best Social Media Single Execution