“Using a Tampon Means You’re Not a Virgin…Right?”
Dispelling Period Myths with Tampax and Amy Schumer
Nearly 1 in 10 adults think that a tampon can take a woman’s virginity.
77% believe that a tampon can get lost inside a woman’s body.
And 41% of women aren’t 100% confident that they know how to insert a tampon.
When Tampax uncovered these astonishing period myths, they knew that they needed to dispel them. But how? With vagina jokes. Lots of them. Jokes that women would actually laugh along with, and learn from, delivered by a celebrity they love: Amy Schumer.
Amy’s truth-uncovering comedy easily translated into long-form TV and web video content, but the brand struggled to condense her most shareable bits into a short-form digital campaign. That’s where we came in.
We developed a set of platform-native social videos that teased the long-form content at just the right level: with shareable soundbites that make you want to click and view more.
Each social video was created to disrupt newsfeed scrolling and capture attention with poppy visuals and relatable but edgy humor—whether sound was on or off. Amy’s quippy, honest one-liners became rallying cries to own your period and get the right period products on your side, dispelling tampon myths and elevating Tampax as a brand unafraid to get real.
From attention-grabbing GIFs to hilarious quotes to head-scratching prompts, our social assets drew people into the “Time to Tampax” campaign—and the results prove it.
