TBWA\Chiat\Day LA's Period Piece Tackles "The Red Plague" 

By

Robert Goldrich
Wednesday, Oct. 13, 2021

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This film titled “The Red Plague” promotes the “Period Piece PSAs” campaign for which agency TBWA\Chiat\Day LA partnered with PERIOD, a worldwide youth-fueled nonprofit organization that strives to raise awareness of and eradicate period poverty, a global issue.

Period Action Day took place last Saturday (10/9) where rallies across the country took place. With the support of PERIOD, Gov. Gavin Newson signed a bill that California public schools and colleges were required to provide restrooms with free menstrual products, marking the latest state to adopt affordable access to menstrual products and achieve menstrual equity. 

Leveraging the insight that period poverty is old fashioned and it’s like living in the old ages, “Period Piece PSAs” taps period actors, activists, influencers and comedians including Drunk History’s Sarah Burns, Les Mis actor Nick Cartell, Black Lady Sketch Show’s Nay Nay Kirby, actress Yvette Nicole Brown, comedians Thanyia Moore and Ryan Asher, The Period Expert and TikTok influencers including Dr. Jennifer Lincoln, who look to create films on social (TikTok and IG) to lean into the shocking reality that it is 2021 and period poverty should be a thing of the past. 

These parody-style monologues teach people about period poverty all based in 17th through early 19th century wardrobe using #PeriodPiecePSA. The campaign features a toolkit for anyone to join in on the movement. 

To fuel interest in the campaign and the issue it addresses, TBWA\Chiat\Day LA’s Kristi Lira and Emma Zakes Green co-directed “The Red Plague” via the agency’s in-house operation. (Green is an alum of SHOOT's 2018 New Directors Showcase.)

Credits

Client PERIOD Agency TBWA\Chiat\Day LA  Renato Fernandez, chief creative officer; Bruno Regalo, head of art & design; Tescia Deak, creative director; Kristi Lira, Emma Zakes Green, sr. creatives, copy; Irene Li, sr. creative art; Riri Tamura, jr. creative, art; Nebraska White, Yashashree Samant, jr. creatives, copy; Janni Widerholm, social creative lead; Jen Costello, chief strategy officer; Christine Song, associate director of connections; Hannah Schweitzer, jr. strategist; Anh-Thu Le, director of production; Max Watkins, associate producer; Alessandra Horn, craft production manager. Live-Action Production TBWA\Chiat\Day LA In-House Anh-Thu Le, director of production; Max Watkins, editor; Alessandra Horn, craft production manager; Kristi Lira, Emma Zakes Green, co-directors; Mitch Story, DP; Cullen Heron, sound technician. Cast Brenan Dwyer, Tony Torrico, principal actors.

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