Creative agency 72andSunny New York is taking a stand with the creation of Loopholes, a fictional cereal brand where the “prize” in each box isn’t a toy, but a cycle’s worth of tampons and pads. Because food is eligible under SNAP (the Supplemental Nutrition Assistance Program, formerly known as the Food Stamp Program), 72andSunny devised this poignant tongue-in-cheek way to make period care products accessible to people who otherwise couldn’t access or afford them. Thus, Loopholes cereal was introduced on Tuesday (3/8), International Women’s Day.
Made in partnership with nonprofits PERIOD., Free the Period, Ignite, No More Secrets and The Flow Initiative, sustainable period care brand, August, and plant-based cereal brand, OffLimits, Loopholes puts the severity of period poverty on people’s radar and directly calls on politicians and influencers to support the Menstrual Equity For All Act. 72andSunny is deploying a series of films, social assets and ongoing activations including a panel at SXSW and influencer campaign to bring the concept of period poverty and a (satirical) solution of Loopholes cereal to life.
Directed by Matt Morgan via Schrom Studios, this spot is a major part of the Loopholes launch. And while cleverly and bitingly humorous, the premise is most serious. Elaine Cox, executive creative director, 72andSunny, said, “Period products are as necessary as toilet paper and food. Not having access to them has lasting consequences. This is not just an issue for those of us who menstruate. It leads to missed days of school, it affects job performance, and leads to physical and mental hardships. It touches entire families. The solution is not a mystery. It’s time to address this ridiculous inequity and put an end to it once and for all.”
In a joint statement the 72andSunny NY creative team consisting of Marie Wonder and Emily Hovis shared, “It’s a travesty that period poverty is happening in this country and happening at such a large scale. We hope that ‘Loopholes’ can bring awareness to this issue and drive real, meaningful change through support of the Menstrual Equity for All Act.”
