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Time to Call It

by Its Name


Most languages have at least 5 of their own nicknames for the word "period" to make it possible for women to inoffensively discuss menstruating in public.

In this campaign for feminist underwear brand THINX, we brought some of the most common international euphemisms to life in a photo series we shot ourselves to illustrate how ridiculous it is to have so many names for the one thing we don't mention by name.


It's 2021, and Periods are a natural part of life. It's time to call it by its name.

Awarded a D&AD Pencil, 2019

Other contributors: Ana Karen Jimenez

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