a greener time of the month
process manual
2 ecoflo • process manual
table of contents 4 introduction 6 research
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7 brainstorm 8 case studies 11 google survey 12 interviews 14 editorial development 16 campaign strategy
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25
campaign development
18 name development 19 logo evolution 21 logo 22 logo dimensions & variations 24 color & typography
business system
44 48
campaign materials
30 brochure development 31 brochures 33 posters & flyers 34 postcards & stickers 35 pins 36 kit 37 bus shelter ads 38 billboard 39 event tent 40 website 41 instagram & facebook 42 t-shirt 43 hat
budget & schedule design analysis
27 business card & envelopes 28 letterhead
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4 introduction
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mission statement
Our goal is to educate younger audiences about the different kinds of reusable menstrual products and show that they are accessible, economical, and environmentally friendly. We aim to raise awareness and advocate for these products that promote a healthier and more sustainable lifestyle; by targeting pre-teens (and their parents, who can educate them), we will show them how they can be more environmentally conscious while they are starting their periods.
background
While reusable menstrual products have become more popular in recent years, it has still been difficult to educate the public about the various benefits they have. Popular brands like Thinx, LunaPads, and Diva Cups were among the first to revolutionize the market and demand that we not only break stigma, but consider more sustainable -- and for some, more convenient -- options. Despite this, Newsweek.com cites that in 2015, U.S. consumers spent over $3.1 billion on pads, tampons, and liners. In addition, Harper’s Bazaar states that on a yearly basis, 12 billion pads and 7 billion tampons end up in landfills. By marketing our campaign towards pre-teens/teens and their parents, we hope to both raise awareness for reusable menstrual products and encourage open discussion of periods to break stigma. Emphasizing the harmful impact that disposable pads and tampons have on the environment will encourage those starting their periods to explore other options from the beginning and make eco-friendly choices.
needs
Despite the new wave of feminism and discussion of periods in media, menstruating can present several issues. Though it has recently become a popular topic, it remains stigmatized; in addition, the menstrual product industry generates billions -- both in money, and in environmental waste. Several companies have already seen success after launching campaigns for reusable menstrual products, but none have specifically targeted younger audiences. Since those in the age range of 10-17 and 35-50 are likely unaware of alternative options, our campaign aims to advocate for making sustainable life choices at a young age. Our campaign will educate pre-teens and their parents about the environmentally and economically friendly benefits of reusable menstrual products.
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6 research
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initial brainstorm Though we knew from the beginning that we wanted to create a campaign for reusable menstrual products, we struggled with who our audience would be. We discussed the possibility of focusing our campaign on our peers, and those on our college campus. However, after further discussion, we realized it might be difficult to convince people our age to change their preferred feminine hygiene products after so many years. We then decided our campaign would be aimed towards younger girls, in order to raise awareness of more sustainable options at a younger age.
audience
Our primary audience is 10-17 year-old females in the city of San Francisco who are just starting their periods. Our campaign focuses on distribution within the San Francisco Uni ed School District, which has a student population of about 56,000. We will also target students’ parents and older women of middle to upper class, around age 35-50 years old with an average income between $110,000 to $170,000. They are often the ones teaching their children how to deal with menstruation. Elementary school, middle school, and high school health teachers and nurses will also be a part of our audience, since we will be encouraging them to share more about reusable menstrual products. Following the finalization of our audience, we conducted research based on the idea of focusing our campaign in schools.
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case studies • christine
TIME’S UP
THE CAMPAIGN
REFLECTION & APPLICATION
OVERVIEW
The initiative outlines several components, including: a defense fund with $13 million dollars for women laborers and those less financially stable; the ability to take legal action against companies who tolerate harassment; and for those attending the Golden Globes to signify their support for the movement by wearing black. The day it was introduced, an open letter in support of working women was released, defusing critiques that only famous and influential men were facing consequences, while the cries of others remained unheard. Some of the founders of Time’s Up include Oprah Winfrey, Reese Witherspoon, Shonda Rhimes, and lawyers Nina L. Shaw and Tina Chen. The movement, however, remains leaderless, and is instead comprised of volunteers and several organizations. These groups work to put pressure on other agencies and make sure that the voices of minorities are heard.
Although the Time’s Up campaign is still in its early stages, it has already won some victories. The amount of money it has been able to gather within a few weeks demonstrates the strength of the campaign. Managing director at ICM Partners Chris Silbermann has already pledged that his agency will decrease the inequality gap between men and women in leadership roles. While it is still in the process of establishing legislation against harassment in the workplace, Time’s Up has spread nationwide and maintains a hot topic in Hollywood. As more and more women continue to step forward and share their stories, it reminds people that there is still much to be done in the fight for gender equality.
The Time’s Up movement was announced on January 1, 2018. Actresses and producers in Hollywood worked together with several lawyers to take a stand against sexual assault. The campaign signifies that the “time is up” for tolerating “discrimination, harassment, and abuse”, and speaks for women all over the world -- particularly those of underrepresented communities. Following the accusations from many actresses against Harvey Weinstein, a prominent producer, the movement has garnered much attention and support. The cause has generated over $16 million in donations through GoFundMe within a month, with up to millions more being donated by other organizations and prominent figures in Hollywood.
Time’s Up is a global call to action. Aiming to recognize and stand with women all over the world, it has already garnered much attention within the first month of its launch. By choosing to make a statement at the Golden Globes, and having so many influential figures in Hollywood speak out, the movement has been able to gather support and funds to execute their mission. At the Women’s March of 2018, actresses like Natalie Portman and Viola Davis gave inspiring speeches to light the fire once more, reminding people that the battle for equality is still being passionately fought for.
“THE CLOCK HAS RUN OUT ON SEXUAL ASSAULT, HARASSMENT AND INEQUALITY IN THE WORKPLACE. IT’S TIME TO DO SOMETHING ABOUT IT.”
SOURCES 1. https://www.timesupnow.com 2. https://www.nytimes.com/2018/01/01/movies/times-up-hollywood-womensexual-harassment.htmlhttps://www.grindtv.com/transworld-business/news/ camelbak-disposable-mission/ 3. http://time.com/money/5107657/times-up-go-fund-me-donations/ 4. http://www.latimes.com/entertainment/movies/la-et-mn-times-up-womensmarch-natalie-portman-alfre-woodard-olivia-munn-20180120-story.html
CAMELBAK: DITCH DISPOSABLE OVERVIEW Camelbak was founded in 1989 by Michael Edison, a cyclist who decided to combine an IV bag and a tube sock to create a hands-free method of drinking water while biking. Since then, Camelbak has expanded their business and has become widely known for their products -- particularly their plastic, BPA-free, reusable water bottles. They have since established a campaign called “Ditch Disposable”, challenging people to stop buying plastic water bottles and instead rely on a reusable one for at least 30 days. Aiming to reduce the amount of plastic in landfills that ultimately ends up polluting the ocean, Camelbak proudly displays environmental awareness as one of their core values. Primarily promoted through Facebook and through events such as music festivals, Ditch Disposable has since saved over 5 million disposable plastic water bottles since the start of its movement.
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THE CAMPAIGN Camelbak has enlisted several methods to promote their campaign and encourage their audience to Ditch Disposable. It was heavily promoted on forms of social media, including a hashtag (#DitchDisposable) for Facebook and Twitter. Camelbak encouraged those taking on the challenge to share this hashtag on their accounts and pass it on to their friends. Camelbak also utilized their social media accounts to hold sweepstakes, where agreeing to do the challenge could give you the chance to a Camelbak water bottle. Furthermore, referring friends could win you a kit. Camelbak continues to collaborate with music festivals to advertise their campaign. They promote their products through encouraging attendees to stay hydrated, and help save the environment in the process. In 2013, they supplied “Freshly Filtered Water Stations” to six large music festivals throughout the United States -- including Lollapalooza and Austin City Limits -- which resulted in saving over 1 million disposable plastic bottles. From 2011 to 2014, this number has risen to over 5 million at festivals alone. They have collaborated with several fitness events throughout the nation as well, marketing to an audience that is focused on physical activity and wellness. While Camelbak mainly markets their products to adults who are very physically active and focused on fitness, for the Ditch Disposable campaign, they have expanded this to a more general audience. They have also recently teamed up with the North American Butterfly Association to provide hydration
packs for their team while doing field work, so that no plastic is left behind.
REFLECTION & APPLICATION Camelbak’s campaign strongly advocates not only for the environment, but also for the importance of your health and staying hydrated. Their presence as one of the top companies for reusable water bottles allows them to reach a wide audience to promote their message. In addition, their consistent collaboration at music festivals allows them to expand outside of their usual targets, and spread the message that hydration and saving the environment is essential for everyone. The Ditch Disposable campaign has been running for over a decade, and continues to save hundreds of water bottles daily.
SOURCES 1. https://milled.com/CamelBak/ditch-disposable-coffee-cups-for-good-sqofdxLIXm16kA6 2. https://www.prnewswire.com/news-releases/camelbak-supports-butterflymonitoring-as-part-of-ditch-disposable-campaign-300447908.html 3. https://www.grindtv.com/transworld-business/news/camelbak-disposablemission/ 4. https://www.camelbak.com 5. https://www.businesswire.com/news/home/20150908005341/en/ CamelBak%C2%AE-Breaks-1.5-Million-Mark-DitchDisposable-Campaign
case studies • anthony
#LikeAGirl
Background Always, as a sub-brand of P&G, have worked on empowering women for three decades through educating millions about puber ty and their cycle, and in 2013, they stepped up their game with the launch of the #LikeAGirl campaign to fur thur suppor t girls. The campaign was a video release on Youtube where they asked a group of young adults to do a series of actions “like a girl”, and they all performed the actions in a silly way. Then they asked a group of young girls to do the same, but they were doing them properly.
Objective
Methods
Impact
The creative team used the contrast shown in the video to turn the insulting phrase of “like a girl” into a positive and empowering expression for girls, especially young girls. Through this, the campaign teaches them to be confident as a girl.
Other than the inital launch of the video, they also held concrences across 10 cities around the world in 2015, and this was known as the Always #LikeAGirl Confidence Summit. With that, they unveiled the new Always Confidence Teaching Curriculum, which was created in par tnership with TED and leading confidence and education exper ts.
The video had more than 65 million views from over 150 counts on Youtube. Prior to watching the film, just 19% of 16-24s had a positive association toward ‘like a girl’. After watching, however, 76% said they no longer saw the phrase negatively.
Girls Who Code Background
Girls Who Code is a nonprofit organization that started out as an experiment with 20 girls in 2012 at New York City, and it is now a national movement with 40,000 girls involved across 50 US states. They focus on teaching middle and high school girls coding and expose them to tech jobs.
Objective
Girls Who Code was founded with a single mission of closing the gender gap in technology. They are trying to reverse the decliding rate of women in the tech industry.
Methods
The organization offers a 7-week summer program for 10 - 11th grade girls and an afterschool club program for 6 - 12th grade girls to learn coding for free. They also recently introduced a new summer program that offers beginer and advanced courses in a condenced 2-week timeline.
Impact
65% of club program participants, 90% of summer program participants, and 80% of condenced program participants say that they want to major or minor in computer science because of their participation in these programs. The organization also has a job and internship board called #HireMe in partnership with over 60 companies who pledged to provide opportunities for alumni from the organization.
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case studies • amy
Background
Campaign
Impact
The client & company
Media
Audience interaction
hi UN Women hired the design agency Memac Ogilvy & Mather
The posters show Google search bars covering women’s
The Twitter hashtag #womenshould allowed people to join
Dubai to create ads to raise awareness of the United Nations
mouths as though to silence them.
the global conversation. Many people began sharing their
division, UN Women. As they began to research the gender
Objective
own autocompleted searches from around the world,
equality topic, they were shocked to find the sexist search
The campaign uses the Google to reveal the sexist attitudes
because once people saw the posters, they immediately
results Google’s autocorrect search bar returned. AAer
and widespread prejudice against women still present today.
wanted to validate the Google searches on their own, thus
checking in offices in other countries, they found similar
The adverts highlight the most shocking results that show up
creating an interactive and engaging experience.
results. The campaign was born instantly.
on Google’s autocomplete search bar when searching terms
Effects
Gen Genre
such as “women should” or “women cannot”.
This campaign inspired the use of Google autocorrect
This campaign was an attempt to show people that despite
Message
searches to show the rampant discrimination many other
the the fact that it was 2013, the world was still full of sexist
Googl Google’s popular searches shows us, to some extent, an
groups still face. One prime example is the rightmost poster
views of women. The shocking imagery and genuine Google
uncensored version of what society ooen secretly thinks, but
above, showing searches for “black men should.”
searches are used to bring awareness to the still pervasive
does not say. This campaign reminds us gender inequalities
The ad campaign ended up winning numerous awards. It also
gender inequality in modern society.
remain deeply entrenched in every society.
reached 1.2 bil. impressions and 24 mil. Twitter mentions.
Case Study 1: UN Women - The Autocomplete Truth
Overview
Campaign
Impact
Background
Media
Audience interaction
With the rise of social media and the Internet, people have
The composited images were shared through social media,
The targeted audience was people who are active on social
become increasingly desensitized to the large volumes of
local newspapers, magazines, and bus stops.
media platforms, especially so-called “Facebook
media and social campaigns about people in need.
Objective
philanthropists” who like and share posts to demonstrate
The client & company
,This ad series specifically targeted users who normally like
activism. The ad works by trigering a range of emotions (e.g.
Crisis Relief Singapore (CRS) is a volunteer-run disaster relief
posts and do nothing more, to make them feel guilty enough
pity, guilt, sadness) in the viewer.
organization that provides aid in post-disaster situations. The
to be encouraged to volunteer. The campaign’s dual goal was
Controversy
humanitarian group’s mission is to raise awareness and
to remind users what social media ‘likes’ really amount to.
The campaign sparked backlash from social media
provide opportunies for volunteers to serve in crisis relief.
Message
supporters who argued that social media can help spread
They hired the design agency, Publicis, to create these ads.
ima The images are composites of genuine press photos of
awareness to situations, as well as provide public support,
Genre
victims of starvation, floods, and earthquakes, and social
links to donation sites, and much more.
This campaign was a call to action for the audience to step
media-esque thumbs ups, partnered with the message,
Awards
away from their screens and become a volunteer, instead of
“Liking isn’t helping. Be a volunteer. Change a Life.” The
The campaign won Publicis, the design firm, multiple
passively liking a post on their news feed.
message is clear: liking does not save lives or end suffering, so
prestigious awards, includingn the Cannes Lions awards.
get away from your computer and help by volunteering. Case Study 2: Liking isn’t helping.
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Amy Hoang | DES154 | Winter 2018
survey We conducted an anonymous online survey and shared it through social media; we gathering 90 responses in less than a week. Our goal was to get a better idea of how familiar people in our age group were with reusable menstrual products. Using this information, we were able to see what was the most impactful in terms of learning about periods and the thoughts surrounding reusable menstrual products. We used these statistics to move further on with our research, collecting testimonials and interviewing individuals and schools.
Were you taught about menstrual products in school? If so, when?
How did you learn about your period?
47.5% 5th grade
75.3% From school
28% No
24.7% From mom
11% 4th grade .12% middle school
Have you heard about reusable menstrual products? If so, where?
Would you want to try reusable menstrual products?
53.6% Online 20% Friends 26% Other
55.6% Yes 30% No 14.4% I already use them
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testimonials
interviews • local teachers
In our anonymous online survey, we also asked for some feedback on reusable menstrual products from the people who said they have used or is currently using them. These feedbacks are generally positive, and many of them said they would recommend to others.
We also reached out to local schools in Davis order to get an idea of what public education covers in their curriculum about periods. We asked a couple of elementary schools the following questions: 1) Do they have programs to teach students about period/menstrual products? 2) Who is in charge of the program? 3) What grade is that done in? 4) What kind of information is provided to students? 5) Would schools be willing to provide students with information about reusable menstrual products?
I love diva cups and menstrual cups in general. They honestly make it so much better during periods - I don’t feel like I was on my period unless I had cramps or other side effects.” I love that I could pay for one product and be able to use it for years!” Reusable products reduce a lot of waste from pads and tampons and they are just as sanitary and comfortable. Whether you have a light or heavy period, you can find usable products that can care to your needs. Also, it makes that time of the month a little more bearable knowing that you’re putting in effort to be more environmentally conscious and reduce waste!” THEY ARE AMAZING. I use a menstrual cup and I was the girl with a heavy flow and would go through multiple super tampons a day. Menstrual cups can stay inside for 12 hours and there is very low risk of toxic shock syndrome. When used correctly, there is no leakges and it allows me to exercise and go about my day regularly. I only empty out the cup twice a day on a heavy day. It has also shortened my period from 7 days to 5 days and helped with my cramps. I highly recommend.”
laura shapiro
science teacher at birch lane elementary I do teach the students about menstrual periods during our “family life” unit. We teach it in both 5th and 6th grades. We spend about 2 weeks on this whole topic that includes male and female anatomy, changes during puberty (which includes menstruation), and fertilization for 5th grade and basically the same information in 6th as a review and additional information about STD’s. We watch a couple of different videos about puberty that mention menstruation and the products you can use. I also cover it in class. We have actually changed our process recently. We no longer separate by gender for any part of the lesson so I have found that I don’t go as in depth on the topic of menstruation because everyone is more uncomfortable talking about it so they don’t ask as many questions. I have a voluntary lunch time talk for those kids that are interested, but not everyone comes. I have not mentioned reusable menstrual products in the past, but now that you mention it, I will! We have just covered the basics of pads and tampons and how those work. We do not supply anything to the students. We just do a demo of how they work.
kathy froman
science teacher at north davis elementary I am one of the teachers at North Davis that teach this unit. Throughout the Davis School District, the reproductive system is taught by the science teachers. It is covered in fifth and sixth grade. Students in fifth grade learn appropriate reproductive system anatomy structure and function. Boys and girls learn together about all parts of the reproductive system. Menstruation is covered, I don’t provide any kits and I do talk about disposable pads and tampons. I do not talk about reusable products. We encourage students to talk to their parents, older sisters, aunts, etc. about personal preferences for dealing with monthly flow. Our class is typically 3 weeks long (4 times per week, 40 minutes per day). In sixth grade, students review what we learned in fifth grade and add more topics such as birth, fetal development, healthy choices, peer pressure and any other topic that comes up. This course is also about 3 weeks long.
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interviews • reusable menstrual product users We interviewed individuals who have already made the switch to reusable menstrual products. We asked about their experience and whether they would recommend it to others or not, finding that they had mostly positive comments.
christina – menstrual cup Christina is a 20 year-old student who began her period at age 11. She learned about periods in school during 4th grade, and began using pads before transitioning to tampons at age 15. She took the initiative to research cheaper options for periods and learned about the menstrual cup on her own. 1) How long have you been using your menstrual cup? I first bought my menstrual cup 8 months ago. Since the cup had such a high learning curve, it took a couple of cycles before I could fully use the cup. 2) Why did you decide to make the switch? How has your experience with your cup been so far? I read so many positive aspects of the cup such as they hold more blood compared to tampons. At the time, I saw this documentary about homeless women suffering because they cannot afford any sanitary products - basically they had to free bleed. I bought the menstrual cup as a more economical option. Though, the tampons I would’ve bought every month would be donated to homeless women. 3) Were there any difficulties you had when you first started using your cup? And do you have any tips for new users? At first, I could not figure out how to insert the cup. After a few adjustments and practice, I was able to fully use the cup. For new users, remember to relax otherwise your muscles will contract and make it harder to insert. Also, try all the folds for insertion. What works for your friend may not work for you and that is totally fine. 4) What would you say to someone who is hesitant to start using menstrual cups? At the very least, you should give menstrual cups a try. They produce less waste and holds more blood. Also since you just dump the blood down the toilet, the trash can is not holding used tampons making the bathroom smell. Most menstrual cup companies have a satisfaction guarantee meaning if you picked the wrong size, they will send you a replacement for free.
emma – menstrual cup Emma is a 21 year-old student who began her period at age 12. She learned about periods from her mom first at age 10, but was not educated about them in school. She began using tampons one year after starting her period, and learned aboout the menstrual cup when she started researching more budget-friendly feminine products. 1) How long have you been using your menstrual cup? I’ve had the cup for about 4 years now. 2) Why did you decide to make the switch? How has your experience with your cup been so far? I was really stingy and tired of burning a lot of money on tampons and pads that I would go through like nothing. I can’t remember how I got to the mooncup, but the testimonials were great with respect to duration for only $30, so I was eager to try it. I haven’t turned back since. 3) Were there any difficulties you had when you first started using your cup? And do you have any tips for new users? I definitely had my fair share of difficulties getting used to the cup. The biggest thing I had to learn was the idea of a proper seal. You can’t insert the cup and go back to make sure it’s fully opened, you’re essentially breaking the seal by doing that. Once it’s been inserted and you feel the pop, leave it alone! It’s all about pressure and mass up in there. If you insert the cup and go back to check it’s opened up you’re filling that cavity with air. Once you leave it alone you have that pocket of air PLUS your menstrual flow trying to go into the cup. The pressure from the air inhibits the cup from being filled, so the air in the cup pushes out of the vagina and takes with it some fluid. I call those the bubbles; as soon as I felt bubbles down there I knew I messed up the seal and was leaking. However, if you insert the cup in a folded manner (I dip one side of the lip inside the cup) and let it pop inside the cavity, you have a squeezed cup inside with a right seal. This means that as fluid flows it will expand the folded cup and do its job! That one definitely took practice to get down, but once you get the idea of the seal you can have the cup in for 8+ hours with no worries unless you have a tremendously heavy flow. When in public and you know you need to get rid of the fluid make sure you wash your hands thoroughly beforehand and go to a private bathroom if you can. That way you won’t feel pressured to get out quickly or feel nervous about people hearing what you’re up to. Be comfortable with your body! Menstruation is a natural, annoying, female process and we do what we can to make it as manageable as possible. 4) What would you say to someone who is hesitant to start using menstrual cups? For someone who is hesitant about using the cup I would ask them if they care about saving money and if they’re okay with blood. If so, I’d encourage them to take the dive. It’s been so worth it for me and I can’t stand going back to tampons or pads if I don’t have my cup around me. When I feel the tampon or pad it makes me feel gross and almost like in a temporarily out of service state; the cup takes that away. I feel comfortable in my skin even on my period and that matters a lot to me. I love the mooncup and will never go back!
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editorial development This editorial piece is based on Women’s Health magazine, a publication that focuses on health, nutrition, fitness, lifestyle, and more. This magazine was chosen because its audience is adult women in their 30s and 40s who are seeking healthier lifestyles. EcoFlo campaign’s secondary audience also includes the same audience, because the campaign hopes to convince mothers of young girls to see the importance of using reusable menstrual products as well.
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WHAT ARE TAMPONS AND PADS REALLY MADE OF? Despite being the most popular choices for the majority of consumers in America, many tampons and pads contain harmful chemicals that are unregulated by the Food and Drug Administration and the Environmental Protection Agency. Since tampons and pads are considered medical devices, the FDA is not required to inform consumers of the ingredients, leading to little transparency about what they are actually made of. Though most disposable
a greener time of the month Periods. They impact your health, bank account, and our environment. Learn more about the impact of disposable menstrual products and how to take a more eco-friendly route when it comes to that time of the month. BY CHRISTINE OKAZAKI, ANTHONY LIU, AMY HOANG PHOTOGRAPHS BY AMY HOANG AND ANTHONY LIU
P
eriods and women have been stigmatized in many cultures throughout history. For the first 4000 years of recorded history and ranging from Mesopotamia to Rome, the subject was almost completely avoided. Historians suspect that was because the scribes and the political leaders were all males, so they either did not know or think it was worth documenting. In fact, in ancient Egypt, Rome and Greece, womens’ period blood was thought to have powers for spell casting, fertilizing the field and many others things, and the women were thought to be witches for having these powers. Ancient Jewish women had rules for what they could and could not touch when they were on their period, and Christian women during the Medieval ages were not allowed to have pain relief because the pain was God’s punishment for Eve’s Original Sin. Women in ancient times were not as fortunate as modern individuals to have access to comfortable and clean feminine products in the market today, but they still managed their periods. Ancient Egyption women used papyrus as tampons. They would dip it in the Nile river to soften it, but that was neither effective nor clean. Greek women used wood splinters wrapped in cotton lint, and Roman women used wool. Then, from the Medieval ages through most of the 19th century, there were seemingly no products for women’s periods, and the common practice was to just bleed into their clothes. Finally, at the end of the 19th century, the first advertised commercial menstrual product, Lister’s Towels, hit the market, but it was not
popular at all due to the societal stigma toward menstruation. Entering the 20th century and the first world war, cellulose, originally used in bandages, was used by French nurses as pads because it was highly absorbent and cheap. After the war, Kotex sold their first pads that used the same material. Throughout the next ten years, many menstrual products, including menstrual belts and menstrual cups were patented. In 1931, Earle Hass created the modern tampon with the applicator, and in 1931, Gertrude Tendrich bought the patent and founded Tampax. In 1969, pads finally had adhesives on the back and could stick to underwear. Even though there are many brands and types of products accessible in the US today, many women in other countries, like India, still use homemade menstrual products or use nothing at all. On top of that, their society still believes that they are “untouchable” when they are on their periods because of lack of education on the subject. In 1946, Disney produced a 10-minute animated film called “The Story of Menstruation” that reached around 105 million students in America in health classes. However, even today in America, there is no systematic programs for teaching teenage and preteenage students about menstruation. According to a survey, most girls learn about menstruation and menstrual products around 5th to 7th grade in health class, but some report that their schools did not teach them about menstruation at all. Some also said that their schools taught them about menstruation but did not talk about menstrual products or only briefly mentioned them. No school discusses reusable products as an alternative option.
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pads and tampons are made of cotton or rayon, the process of bleaching them -- in order to look more sanitary and sterile -- involves harmful chemicals. The most prominent is dioxin, which in high amounts, can lead to cancer, reduced fertility and a damaged immune system. While new methods of bleaching have reduced levels of dioxin, it remains detectable both in tampons and in our environment. The FDA states that the amount in our surroundings and in tampons is so minute that it does not warrant health concerns. However, not much research has specifically been done about the interaction between this chemical and the sensitive, permeable vaginal tissue it comes into contact with. Dr. Philip Tierno from the New York University Medical Center, an expert on microbiology, immunology, and the health effects of tampons, warns that the effects of dioxin are cumulative. He adds that “it goes directly into the blood,” since it is absorbed through the vagina. Tampons have also been associated with toxic shock syndrome (TSS), a rare disease that can be fatal. Caused by a bacterial toxin, cases of TSS rose to 814 in 1980, resulting in 38 deaths. Symptoms vary between the kinds of bacteria, but generally include fever, rash, vomiting, and dizziness. Tierno was one of the scientists who helped discover the link between super-absorbent tampons and those affected. He identified the synthetic fibers that were increasing toxins of the Staphylococcus aureus bacteria that is present in many women’s bodies. When tampons are left in for too long and become saturated with blood, this creates a place for bacteria; or, when flow is too light, they can dry out the vagina and contribute to microscopic tears of the vaginal walls. Toxic shock syndrome is not considered a huge concern with proper tampon usage, and is still extremely rare. Though three of the four fibers contributing to TSS were pulled from the market, viscose rayon remains in products today. Tierno confirms that while viscose rayon is the least threatening out of the four, users should still be wary. He stresses the need to know what kind
of chemicals are going into listed ingredients like “superabsorbent foam” and “fragrance”. Fragrance can entail any sort of chemicals, including carcinogens, allergens, and other irritants. Scented tampons and pads are also known to cause rash and irritation for many, and can also lead to an imbalance of your vaginal pH, which may ultimately result in a yeast infection. In recent years, additional protests from consumers and organizations such as Women’s Voices For The earth have pressured companies like Always, Tampax, and Kotex to publish more information on their websites. Despite these advances, consumers remain in the dark about the exact ingredients that go into tampons and pads, demonstrating that it is still necessary to continue pushing for complete transparency. In contrast, reusable menstrual products are created to be more sustainable for both the user and the environment. Reusable cloth pads are made out of various kinds of cotton flannel and fleece, while menstrual cups are made of silicone. This can help with rash and irritation, and can help the user avoid putting unknown or potentially harmful materials into direct contact with their vagina. Many companies like GladRags, Lunapads, and DivaCup are aware of the chemicals that go into tampons and pads, and make sure to include the materials of their product on their websites.
BETTER FOR YOUR WALLET Prices of disposable menstrual products can also add up, creating a considerable dent in your funds. An updated 2016 prediction of the average amount an individual will spend on tampons in their lifetime totals to over $1,200.
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This assumes 12 cycles per year for the average 38 years of menstruating, changing your tampon every 6 hours, amounting to at least 7,296 tampons for the average menstruator. In addition, some prefer a combination of tampons and panty liners or pads, tacking on an additional cost of around $440 for a lifetime supply of panty liners. These numbers could also depend on your flow, how often you change out your products, and the sales tax of your state. In 2014 alone, consumers in the United States spent $3 billion on sanitary protection products. While these numbers might seem outlandish at first, many people do not notice or realize how much they spend on pads or tampons since they are seen as a necessity. These costs do not even take into consideration the extra money that most will spend on food, medication, birth control, new pairs of underwear, and various expenses that come with menstruating.
in 2014, consumers in the United States spent $3 billion on sanitary protection products On the other hand, reusable menstrual products could save you quite a bit in the long run. Lunapads, one of the leading companies for reusable cloth pads, compares the costs of disposable pads to their products, in addition to tampons versus menstrual cups. They calculate that the average cost of tampons and pads for 5 years is around $330, which is $200 more than
their Deluxe Kit at $129.99. You can save even more with a menstrual cup, which amounts to around $30-$35, and only needs to be replaced every 2 years, totaling to a savings of nearly $250. Though the prices of reusable products may initially seem steep for what could appear to be inconvenient, unhygienic, or dysfunctional, there is another reason to consider this lifestyle change: the impact of periods on the planet.
REDUCE WASTE Periods create quite a bit of waste. Flow: The Cultural History of Menstruation states that the average menstruator will throw away 250 to 300 for 38 years of menstruation. Furthermore, pads and tampons can take anywhere from 500-800 years to degrade in a landfill. Harper’s Bazaar also states that on a yearly basis, 12 billion pads and 7 billion tampons end up in North American landfills. The global estimate is even higher at 100 billion disposable menstrual products are thrown away -- annually. Plastic tampon applicators can create an even bigger problem. The process of creating the plastic for them requires tons of fossil fuel generated energy, which contributes to global warming. What’s more is when they are flushed, they can float around in the ocean for up to 25 years before breaking down; many times, they end up on our shores, as well. DivaCup, a leading menstrual cup company, states that within a one year span, the Centre for Marine Conservation collected over 170,000 tampon applicators
The cloth pads can be found in some health stores and online. Properly cared for cloth pads are expected to last about 5 years. A single pad from popular brands such as LunaPads can cost $20-30, but some brands offer packs for under $20. There are pads for every kind of underwear, from briefs to thongs. Just as with their disposable counterparts, cloth pads are available in a range of lengths and thicknesses, with longer pads for night use and thinner, shorter pads for daytime. Although the number of pads needed highly depends on the user’s flow and frequency of doing laundry, many brands recommend having 6-12 pads to rotate between washes during their period. The cloth pads should be changed every 4-6 hours depending on the user’s flow. As with other pads, oversaturation leads to leakage, and leaving the pads on for extended amounts of time may result in odor and increased chance for bacterial infections. Commonly, cleaning involves first rinsing the used pads in cold water and soap or other cleaning solutions. Then, the
come in three types. The first is leak proof underwear that are designed with a leak-proof lining to prevent leaks through clothing; these are designed to be worn with an additional menstrual product. Second is absorbent underwear, constructed with absorbency sewn into the underwear. The last is pad holding underwear, which holds removable cloth pads that can be replaced after use. This makes washing and drying quicker and easier than reusable cloth pads. There are various forms of period underwear as well, including briefs and boyshorts. Period underwear are generally used for light bleeding days or spotting, rather than heavy flow use. Care is similar to cloth pads, as it involves rinsing the underwear in cold water first to remove stains, then machine or handwashing.
menstrual cups Menstrual cups are bell-shaped containers inserted into the vagina during menstruation to collect period blood rather than absorbing it, like tampons. The cups are usually made from medical-grade silicone and shaped like a bell with a stem that is used for insertion and removal. Menstrual cups are commonly expected to last up to 5 years, but some users like to change them every year. The popular brands, such as DivaCup, MoonCup, and LunaCup typically cost about $30 per cup, but some brands can cost substantially less, about $10 for a cup. Because cups can last up to ten years, they can offset large volumes of waste from plastic tampon applicators and wrappings. Many brands make two sizes of cups: one for women under 30 years old or who have not had childbirth, and one for women above 30 years old or who have given birth. There are also shorter cups for those with low cervixes and small cups for teens and athletes for whom larger cups may feel uncomfortable. Average cups hold 20 mL of menstrual fluid, but all cups available have larger capacities than regular tampons, which hold 10-12 mL. When inserted correctly, the cups should not leak or cause any
BUT ARE THEY FEASIBLE?
There are many reasons people have yet to make the switch. In an online survey with 90 responses, 40 admitted they would not be willing to try reusable menstrual products, for a variety of reasons including:
• • • • •
along U.S. coastal areas. They also pose a threat to marine life, who can ingest them, resulting in digestion blockage and sometimes death. In comparison, reusable menstrual products have more friendly life cycles. The
testimonials
menstrual cup, for example, is made out of silicone. It requires only 0.04 kilograms of CO2 for fossil fuel production -- as opposed to a year’s worth of Tampax tampons, which needs 5.26 kilograms. Since reusable products like these are created with long-term use
discomfort. After up to 24 hours of use, the
and sustainability in mind, they have a lower environmental impact.
TYPES OF REUSABLE MENSTRUAL PRODUCTS ON THE MARKET TODAY
reusable cloth pads
Cloth menstrual pads are the reusable alternative to sanitary napkins. They are commonly made from layers of absorbent fabrics, most commonly cotton. Other materials include bamboo, microfiber, and hemp. Many users note the increased levels of comfort and absorbency due to the softer cloth materials.
Inconvenience (washing reusable pads/ underwear, the learning curve of the menstrual cup) Expense Not knowing enough about them, anyone who uses them, or where to get them Uncertainty about if they actually work Too hands-on with the blood
cup should be removed, dumped out, and washed if possible. Users often change the cup one time in the morning and one time at night, pads should be washed, either by machine or by hand, and either machine-dried or air-dried, as specified by the instructions. Because of how long cloth pads can last, cloth pads can replace hundreds of disposable sanitary napkins. Once the pad has passed its lifetime, it can be composted for quick decomposition, as opposed to the plastic in disposable pads, which may take decades to decompose.
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so changing in public is often not necessary. Additional care instructions differ per brand. Most menstrual cups should be disinfected after each cycle, often by boiling or leaving in a cleaning solution.
period underwear
Although most women have not tried using menstrual products, the portion who have are often very satisfied with the results. We asked real women about how their experience with menstrual products were and here are some responses: They are AMAZING. I was the girl with a heavy flow and would go through multiple super tampons a day. Menstrual cups can stay inside for 12 hours and there is very low risk of toxic shock syndrome. When used correctly, there is no leakage and it allows me to exercise and go about my day regularly. I only empty out the cup twice a day on a heavy day. It has also shortened my period
Reusable products reduce a lot of waste from pads and tampons and they are just as sanitary and comfortable. Whether you have a light or heavy period, you can find usable products that can cater to your needs. Also, it makes that time of the month a little more bearable knowing that you’re putting in effort to be more environmentally conscious and reduce waste!”
from 7 days to 5 days and helped with my
For someone who is hesitant about using the cup I would ask them if they care about saving money and if they’re okay with blood. If so, I’d encourage them to take the dive. It’s been so worth it for me and I can’t stand going back to tampons or pads if I don’t have my cup around me. When I feel the tampon or pad it makes me feel gross and almost like I’m in a temporarily out of service state; the cup takes that away. I feel comfortable in my skin even on my period and that matters a lot to me. I love the Mooncup and will never go back!”
cramps. I highly recommend.”
Period underwear is underwear that can be worn as a substitute or supplement to other menstrual products. Period underwear
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ecoflo • process manual 15
campaign strategy
Following our research, we started to refine the details of our campaign strategy. Starting on GoFundMe and supplemented through fundraising and donations, we will receive funds to launch the beginnings of our campaign. We will also approach brand name companies like GladRags and DivaCup for sponsorships.They have already established themselves in the reusable menstrual product market, and could benefit by broadening their range of consumers through our campaign, which targets an audience they do not specifically cater to. Schools within the San Francisco district will receive 4-5 kits (2 reusable cloth pads, 3 stickers, 2 pins, 3 brochures) initially. Teachers can present the kits along with the curriculum on periods, and inform students about reusable menstrual products. Schools who are interested in receiving more kits to distribute to their students can sponsor Ecoflo in order to receive more. We would also distribute posters to schools to hang up in hallways, bathroom stalls, and in nurse’s offices. These would also be sent to local pediatricians’ offices. Other large scale promotional pieces include billboards and bus ad shelters around the city of San Francisco.
16 ecoflo • process manual
17 campaign development
ecoflo • process manual 17
name development The campaign name, EcoFlo, was created during a brainstorming session to combine words that were related to environmental causes and words that were related to periods. At first, the name was Ecoflow, but test audiences found that it sounded too much like a campaign for water conservation. The letter “w” was later removed to create a connection to the phrase “Aunt Flo,” a euphemism for periods.
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logo evolution
ecoflo • process manual 19
logo evolution
20 ecoflo • process manual
logo design Ecoflo’s logo is clean and simple. The monoline cursive typeface of “flo” gives the logo a more curvy and feminine touch, while the combination of purple and green show the relation to feminine products and the environment, respectively. The circle ties the logo together visually, but also implies the menstrual cycle. Finally, the slogan added at the bottom of the logo clarifies the purpose of the campaign.
ecoflo • process manual 21
logo dimensions & variations
x-height
akrobat, extra bold tracking: -14 akrobat, regular
black and white logo
22 ecoflo • process manual
clear space around logo and tagline = 1x
x
logo on solid color background
logo proportions
logo misuse
switching colors
using unspecified colors
if x-height is < 3 inches drop shadow = .03 inches if x-height is > 3 inches drop shadow = .05 inches
1 inch logo x-height=1 inch
removal of circle
distorted proportions
ecoflo â&#x20AC;˘ process manual 23
color & pattern
typography logotype
Freeday Script
ABCDEF GH IJ K L M
NOPQRST UVWX Y Z a bcdefg hi j kl m nopq rstuvwxy z CMYK: 59, 0, 31, 0 RGB: 95, 187, 189 PMS: 570C #5fc4bd
CMYK: 33, 93, 21, 1 RGB: 174, 54, 24 PMS: 675C #ae367c
The pattern is for use only on solid colors in the graphic standard. It is used as a repeating element throughout the business system and other print materials like the postcard.
24 ecoflo â&#x20AC;¢ process manual
123456789 logotype & headers
Akrobat ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
body copy
Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
25 business system
ecoflo â&#x20AC;˘ process manual 25
26 ecoflo â&#x20AC;˘ process manual
business card back
envelope front
front
back
ecoflo â&#x20AC;˘ process manual 27
letterhead back
front
a greener time of the month February 22, 2018 Jane Doe 1432 Market St, San Francisco, CA 94103 Dear Ms. Doe, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Sincerely, Christine Okazaki
ecoflo • 1500 market street, san francisco, ca 94103 • 650.438.2485 • ecoflo.org
28 ecoflo • process manual
29 campaign materials
ecoflo â&#x20AC;˘ process manual 29
brochure development EcoFloâ&#x20AC;&#x2122;s brochures are uniquely shaped to represent each of the three menstrual products the campaign intends to educate about. The interactive cloth pad brochure comes pre-folded to show how the actual cloth pad can be folded to be stored away after use. The die-cut brochures will be enclosed in an envelope and put inside the kit to explain each product.
30 ecoflo â&#x20AC;˘ process manual
brochures
a normal tampon absobs 12-15 mL of blood, but a menstrual cup holds 20 mL of blood!
“when used correctly, it doesn’t leak and allows me to exercise and go about my day regularly”
Menstrual cups are a more environmentally friendly option to tampons. Plastic tampon applicators are often flushed into oceans, where they float for decades and can be eaten by marine life. In just one year, a cup can replace about 200 tampons! In addition, tampons are often bleached with harmful chemicals. Tampon use is also linked with occurence of toxic shock syndrome (TSS).
Insertion: Wash hands. Fold the cup and insert. Use lube if necessary. Once inside, the cup will pop open and create a light suction. When the cup is properly inserted, it should not leak. Removal: After up to 12 hours, pull stem to break suction on the cup. Rinse cup before re-inserting if possible. Cleaning: Boil or soak the cup in a cleaning solution.
menstrual cup - front
menstrual cup - back
Period underwear is underwear that can be worn as a substitute or supplement to other menstrual p roducts. P eriod underwear come i n three types. T he first i s leak p roof underear t hat are designed with a leak-proof lining to p revent leaks t hrough clothing; t hese are designed to b e worn with a n additional menstrual product. S econd i s absorbent underwear, c onstructed w ith absorbency sewn into the underwear. The last is pad holding underwear, which holds removable cloth pads that can be r eplaced a fter u se. P eriod underwear a re generally u sed f or light b leeding days, rather than for heavy flow use.
period panty - front
To maintain the cleanliness and longevity of the period panties, users should follow the brand’s recommended cleaning procedures. Commonly, cleaning involves first rinsing the used panties in cold water and soap or other cleaning solutions. After that, the underwear should be washed, either by machine or by hand, and either machine-dried or air-dried, as specified by the brand instructions.
period panty - back
ecoflo • process manual 31
brochures fold 3
fold 4
fold 1
Cloth menstrual pads are the reusable alternative to sanitary napkins. They are commonly made from layers of absorbent fabrics, most commonly cotton. There are pads for every kind of underwear, from briefs to thongs. Properly cared for cloth pads can last about 5 years! That means one cloth pad alone can replace hundreds of pads and pantyliners. Once the pad has passed its lifetime, it can be even be composted, whereas the plastic in disposables can last for decades.
Most cloth pads are now manufactured with snap-on buttons on the bottom, so they wrap around the underwear like pads with wings. The cloth pads should be changed as often as disposable ones are, usually around 4-6 hours depending on the userâ&#x20AC;&#x2122;s flow. As with other pads, oversaturation leads to leakage, and leaving the pads on for too long may result in odor and more chance of infections.
Cleaning
fold 2
To maintain the cleanliness and longevity of the cloth pads, users should follow the brandâ&#x20AC;&#x2122;s recommended cleaning procedures. Commonly, cleaning involves rinsing the used pads in cold water and soap or other cleaning solutions. Then, the pads should be washed, either by machine or by hand, and either machine-dried or air-dried, as specified by the instructions.
Outside
When away from home, most users carry a waterproof bag containing fresh cloth pads. This bag often contains a separate compartment to put used pads in as well. Many brands construct the pads so they can be folded in themselves and shut closed for easy cleanup and storage after use.
cloth pad - outside 32 ecoflo â&#x20AC;˘ process manual
cloth pad - inside
posters & flyers
ecoflo â&#x20AC;˘ process manual 33
postcard
stickers ecoflo 1500 market street, san francisco, ca 94103
a greener time of the month ecoflo.org @ecofloperiods
pe
r i o d p a nti es
eu
sa bl
pa
up
ns t r u a l c
r
me
d
/ecofloperiods
t e clo
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in the US, 12 billion pads and 7 billion tampons are thrown away yearly learn more about how to save the environment and your wallet on your next period!
34 ecoflo â&#x20AC;˘ process manual
i love my
pins
ecoflo â&#x20AC;˘ process manual 35
kit
36 ecoflo â&#x20AC;˘ process manual
bus shelter ads
ecoflo â&#x20AC;˘ process manual 37
billboard
38 ecoflo â&#x20AC;˘ process manual
event tent
ecoflo â&#x20AC;˘ process manual 39
website
40 ecoflo â&#x20AC;˘ process manual
ecoflo â&#x20AC;˘ process manual 41
t-shirt
42 ecoflo â&#x20AC;˘ process manual
hat
ecoflo â&#x20AC;˘ process manual 43
44 budget & schedule
44 ecoflo â&#x20AC;˘ process manual
deliverable Posters Brochures Cup Underwear Pad Letterheads Envelopes Business Cards Stickers Pins Pouches Baseball caps Shirts Event tent Website (12 months) Billboards (6 months) Bus shelter ads (3 months)
quantity
cost
1000
$120
1000 1000 1000 1000 1000 1000 3000 1000 1000 500 1000 1 1 3 6
$530 $700 $770 $400 $200 $58 $285 $300 $2,500 $7,335 $5,390 $400 $17/month $3,000/month $5,000 for 10 units/month
total
$57,792.00
ecoflo â&#x20AC;˘ process manual 45
week 1-2
week 4-5
Brainstorm Creative Brief
Solidify Campaign Identity Design Promotional Materials Campaign Proposal Print Promotional Materials
Idea Development
Project Production
• Mission • Strategies • Audience:
Changed from young adults to pre-teens and teens during this stage
week 2-4
Research Case Studies Editorial • History
cultures, products and education related to menstruation
• Statistics
pros and cons of reusable and disposable products
• Survey Online Google form asking 90 people about their education and knowledge of menstrual products
• Interview
students from the survey who have used or is using reusable menstrual products
46 ecoflo • process manual
week 6-8
Campaign Launch Release All Ads Send Out Brochures • Schools • Doctors’ Offices
week 5-6
Following Year
Make Contact
Expand
PR Preparation • Schools
ask to add reusable products to their curriculum on menstruation
• Advertising Companies discuss bus shelter ads
• Doctors’ Offices ask to display our posters and brochures
Further Development • School Districts • More advertising space
Maintain
• Active social media accounts • Updated website
• GladRags, DivaCup, etc discuss sponsorship
ecoflo • process manual 47
48 design analysis
48 ecoflo â&#x20AC;˘ process manual
the design problem
Despite being the most popular choices for the majority of consumers in America, disposable pads and tampons are harmful to both the environment and to users. The average menstruator will throw away 250 to 300 pounds of pads, plugs, and applicators in their lifetime, totaling to 62,415 pounds of garbage for 38 years of menstruation. Furthermore, pads and tampons can take anywhere from 500 to 800 years to degrade in a landfill. In just North America, 12 billion pads and 7 billion tampons are thrown away annually; the global estimate is even higher, at 100 billion disposable menstrual products per year. Many menstruators also do not know that disposable pads and tampons contain harmful chemicals, which are unregulated by the Food and Drug Administration and the Environmental Protection Agency. Tampons have also been associated with Toxic Shock Syndrome (also known as TSS), a rare disease that can be fatal. On top of the health and environmental impact, the average menstruator also spends over $1,200 on disposable products in their lifetime. A solution to all the aforementioned problems is reusable menstrual products, although they are seldom used by women. Thus, Ecoflo was created to promote the use and education of these products.
ecoflo â&#x20AC;˘ process manual 49
christine okazaki job description In my role as a team member, I helped brainstorm the name of our campaign and finalized many of the graphic elements. I experimented with several different color combinations before our team decided on the final colors for the logo. I created various iterations of the business system that we ultimately chose, and also helped design and finalize other print materials such as posters and the postcard. In addition, I completed the graphic standard and laid out the grid for the campaign proposal. In the final stages of our campaign, I also ordered several of our deliverables, including the pouches, patches, hat, sticker sheets, and shirts.
research We each completed initial research about the background of reusable menstrual products. We researched both disposable and reusable menstrual products extensively in order to compare them and find the pros and cons of each. We knew that providing solid statistics and facts about the harmful effects of pads and tampons would be essential for the basis of our campaign. We divided our editorial into three major section: history of periods and feminine hygiene products, the wasteful impact of tampons and pads, and background of reusable menstrual products. I researched the impact of disposable menstrual products on our environment. I also researched the lack of transparency from pad and tampon companies about what goes into their products, in addition to how much the average woman spends on her period in a lifetime. Within the first few weeks of working on our campaign, we conducted a Google survey in order to get a better idea about people our age learned about their periods, and what they knew about reusable menstrual products -- if they knew anything at all. We shared this survey on Facebook and received over 90 responses within a week. The responses revealed that the majority of people did receive some sort of education about their periods some time in elementary school, and that a large number of people had heard about products such as the menstrual cup and reusable pads. This helped us confirm that our target audience should be younger girls, so that they could learn about more sustainable options when they are starting their periods. From this survey, we were also able to get in touch with those who agreed to give testimonials about their experiences with their reusable products. Furthermore, Amy reached out to local schools in Davis to ask teachers if information about periods is included in their curriculum, and if this included reusable menstrual products or not.
50 ecoflo â&#x20AC;˘ process manual
planning We planned accordingly to the class schedule in order to pace ourselves. We used class time to discuss and refine details of the campaign, such as our audience, where we would be located, and how we would market ourselves. We also brainstormed and collaborated on our campaign name, logo, and other major components of the campaign during class. We assigned tasks to be completed outside of our meetings, and shared our progress with each other in our group chat.
communication Communication within our team was very efficient. We were able to update each other, discuss logistics, and give feedback through our Facebook group chat. We also shared files and collaborated on text through our shared Google Drive, which enabled us to work together remotely. We organized meetings accordingly and tried to distribute work evenly, and filled each other in if members were unable to attend class due to illness. External communication was also effective. Amy reached out to local schools and specific individuals for interviews and was able to receive responses quickly.
implementation Quick responses from local teachers and interviewees helped speed up our initial research within the beginning stages of our campaign. This, in addition to the survey, helped solidify our target audience and led us to the idea of primarily campaigning at schools. This process could have been more detailed by further investigation into current mandatory curriculum concerning periods within the San Francisco school district. Implementation of this campaign would require extremely strong communication with third parties, such as sponsorships, local pediatrician clinics, and particularly with the San Francisco Unified School District. Maintaining a strong relationship with them would be key to reaching our target audience and introducing reusable menstrual products as part of the curriculum on periods. It would also be essential to create a strong presence both within the community and online, in order to gain more followers and support for funding. Finally, sponsorships from larger companies such as GladRags and DivaCup would be extremely helpful in spreading awareness of our campaign.
anthony liu job description Our team worked closely in all parts of the campaign development process. I participated in the long struggle of naming the camping and the brainstorm for the logo, and I created the pattern in the graphic standards. I drafted some illustrations at the very beginning of our process that Amy and I used in our editorials and in the Instagram mockup. I also made several iterations of the business system, though our final decision was one of Christineâ&#x20AC;&#x2122;s design. I made the website and event tent mockup for our promotional materials, and I laid out the grid and sections of our process manual.
research We broke down the research into three directions: menstruation in history, statistics on menstrual product waste, and understanding the audiences. I was responsible for the history. Learning about the evolution of menstrual products shows us how far we have come in developing more comfortable and more healthy products, especially in the last 100 years. Other than the products, the evolution also comes in the form of education. With every improvement in the products, we can also see a progress in better education on the matter to more people, which helps breaking down the stigma and allows the improved products to be used more widely. Our survey showed the holes in the education on menstruation, so we decided to have our primary target audience be people between the age 10 and 17 because we want to teach them about reusable menstrual products as an alternative to the disposable ones when they first start their periods. Finally, we used the testimonies gathered from our interviews and statistics on disposable menstrual product waste and their health concerns to promote the reusable products.
communication Communication within our team was very efficient. We were able to update each other, Communication was a key factor to our success as a team. We communicated very effectively throughout the whole process. We utilized Facebook group chat for general discussion, updating and giving feedback to each other, and this allowed us to keep everyone on the same page even when members were not able to be present due to illness. We also used a shared folder in Google Drive to collaborate while working on different parts of the campaign individually. During our research, Amy was able to efficiently reach out to local schools and people from the survey who were willing to have interviews. Contacting printing companies for our promotional materials towards the later part of our campaign development was done quickly as well.
implementation According to the timeline I made for our proposal, we are currently at the end of the project production phase, where all the internal preparation, such as designing and printing our promotional materials, are finished. If this campaign was implemented in real life, then we would proceed to the next phase where our public relations team would reach out to schools and doctorâ&#x20AC;&#x2122;s offices to have our materials displayed and sent out from there. Following that, all of our digital promotions should go online, and we would start tabling at events.
planning Our development schedule was made based on the class schedule. At the very beginning, we created a time table establishing our goals for each week with the class deadlines in mind. Though we did not follow it very closely, it did give us a base structure and a general idea of what needed to be completed and when. From there, we broke down the each of the big goals into smaller parts as we went, and we used parts of the class time to determine what we need to have done by the next meeting. Other than that, class time was mostly used as discussion time while most of the physical work was done outside of class. I think this strategy worked well by maximizing collaboration in ideas and independent working time.
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amy hoang job description My initial role in the Ecoflo project was coming up with the campaign idea to reduce waste from disposable menstrual hygiene products by promoting reusable kinds. During our research phase, I created a survey contacted the responders who left their contact information to interview them further. In the development stages, I created the brochures, came up with ideas for some public promotional materials, developed the buttons and pins, and helped assemble the sample kit contents. I also photographed images for our editorial to showcase the finished business system and promotional materials.
research We each completed initial research about the background of reusable menstrual products. When writing the editorial, we broke down the research by history of menstruation and associated products, the negative effects of disposable menstrual products, and explanations of reusable menstrual products. To complete the last section, I did my research on the different kinds of menstrual cups, reusable cloth pads, and period panties. I gathered facts regarding the longevity of each product, the most well-known brands, how much money could be saved using each one versus their disposable counterpart, and how to use and clean each product. This helped us have a better understanding of the qualities of reusable menstrual products so that we could further endorse them. I later also created a survey to inquire about women’s experiences with menstrual education and their familiarity with reusable products. After receiving nearly a hundred responses in a week, we found that many young adult women have heard about reusable menstrual products, but do not use them because they do not know enough about them, are afraid of uncleanliness, find them to be expensive, and so on. However, we also found that many users praise their reusable menstrual products to be eco-friendly alternative to pads and tampons, and actually much more comfortable and cheaper on the long run. Through this survey and asking middle school teachers directly, we also learned that there is no mention of reusable menstrual products in the class where students are first taught about periods. Because of this research, we decided to make the audience of our campaign young teens and pre-teens who are just beginning to have their periods, so we can shape them into reusable product users.
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planning We worked based on the class schedule, making sure we had a good amount of work to show every time something was supposed to be brought into class. We mostly followed the class schedule to pace ourselves throughout this project. Christine often created checklists for the assignments, which ensured we stayed on top of our individual tasks. When we met in class, we would brainstorm ideas, give and receive feedback for our designs, and collaborate on creating important campaign proponents such as the campaign name and logo. We would assign leftover tasks to individual group members and have them done by the next time we met.
communication Internal communication proved to be crucial to this project’s success. As a group, we communicated quickly and effectively, mainly through a group chat on Facebook Messenger. This proved very helpful in giving and receiving feedback while working remotely, discussing campaign details outside of class, planning meetups out of class, and updating group members who missed class. We would often send screenshots of our progress and ask for advice and suggestions. We also used Google Drive to collaborate remotely. We would drop files that we needed from each other and work remotely, yet still at the same time. We also turned the communication outward to our UC Davis network when we asked friends to respond to our survey, and I also communicated with some middle school teachers in Davis to learn more about menstrual education.
implementation If the Ecoflo campaign were to be implemented in real life, we would have just completed our research and internal preparation phase. Our next step would be to reach out to the companies, schools, and pediatricians’ offices to send out our promotional materials. We would need to find sponsors for our campaign so that we could finance additional projects to promote reusable menstrual products. We also would try to find celebrities who are environmentally conscious to endorse our campaign so that children who look up to them can see an idol who uses the products.
ecoflo
5100 Market Street, San Francisco, CA 94103 650.438.2485 ecoflo.org contact@ecoflo.org
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