Bloody Necessary

PSA CAMPAIGN/PERIOD POVERTY

BRAND IDENTITY

SOCIAL MEDIA

CAMPAIGN

PROBLEM

Bloody Necessary is a campaign created to raise awareness about students facing period poverty. Period poverty is the lack of access to menstrual products when they are needed, a struggle that about 14.2% of undergraduate university students faced in 2025.

This campaign is aiming to break the stigma surrounding menstruation and prevent period poverty among university students.

approach

The campaign’s design approach is gender-neutral to ensure inclusivity for all genders who menstruate, while maintaining a tone that is bold, loud, and confrontational.

The campaign focuses on student engagement through petitions and surveys, allowing students to share their experiences and helping improve the campaign while pushing the university to take action. BN host week-long tabling events designed to create a safe space for students to talk openly about period poverty, access resources, and take meaningful action.

Solution

Bloody Necessary used high-impact, gender-neutral design and "loud" visual storytelling to force a conversation that usually happens in whispers.

By combining bold campus-wide branding with interactive elements like the red-dot posters, the campaign turns student data into a visual demand that pressures the university to provide free, accessible menstrual products for everyone.

meet the team!

roles

mia esqueda

As the project’s conceptual lead, providing the foundational strategy and creative vision for the campaign. Focused on the technical execution of the project’s mockups, bringing the brand to life by visualizing how the campaign would live in physical and digital spaces across campus.

astrid ortega

As the campaign's design lead, she directed the development of the campaign’s bold branding and confrontational visual identity. Played a key role in evolving the original concept, ensuring the design language was inclusive, bold and loud enough to confront the issue and drive the movement's message across campus.

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