Tampax, Amy Schumer team up on new campaign
Tampax is on a mission to ensure people understand what is going on with their bodies, and help women take control over their periods.
To do so, the personal care brand is partnering with Emmy award-winning comedian Amy Schumer on a new campaign.
Together, the two are aiming to help individuals feel educated and empowered about using tampons, and have a more comfortable experience as well, the Cincinnati-based company said.
“We thought a lot about whether or not to kick off this new period education campaign now. While we paused to shift focus to support more urgent needs, we decided that because periods aren’t stopping, we shouldn’t either,” Melissa Suk, vice president of North America at Tampax and Always, said. “When we chose to focus on tampon and period education, we knew Amy Schumer was a perfect fit because Amy doesn’t shy away from anything. Our goal is to make period and tampon conversations as normal as periods, and the first step is getting people comfortable talking about them. We hope this partnership and our new, engaging 'edu-tainment' period and tampon content will encourage more people to laugh, talk and learn about them.”
Period education is nothing new to the brand. In 1941, Tampax established its first educational department that traveled to colleges and doctors and medical conventions to teach about menstruation and dispel myths and misconceptions about periods and tampons, the company said.
“When I started working with Tampax, it made my heart hurt to hear about the discomfort people are putting up with because they don’t understand periods or even how to use a tampon properly, and I want to do everything I can to change that," Schumer said. "My hope is that through this partnership, we’ll educate ourselves and each other and take the senseless shame out of getting your period.”
Schumer will be featured in a series of comedic videos, directed by Kathy Fusco of Hungryman, that are aimed at teaching people about their periods and tampons.
Joining Schumer is medical expert and OB/GYN Melissa Holmes, who also co-founded Girlology — a health community that looks to answer questions people have about their bodies, periods and tampons.
The campaign will be brought to life across TV, video, digital and social media platforms, including Snapchat with a custom lens.