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Youtube star shares ’embarrassing’ period stories in Cottons campaign

Youtube star Jess Bauer is tackling the stigma against talking about menstruation in a new video campaign for Aussie brand, Cottons.

YouTube personality Jess Bauer starts the uncomfortable conversation.

YouTube personality Jess Bauer starts the uncomfortable conversation.

The ‘It’s Only Natural’ campaign, created by Mango, features Bauer encouraging young women to get comfortable with vocalising their thoughts about their periods.

The first campaign video shows Bauer telling her own “embarrassing period story”.

“I was with my best friend and we were at the mall eating ice cream, and we were sitting on these white seats…,” she begins jovially.

Amanda Sheat, social and PR account director at Mango, said of the campaign angle: “The campaign came from the insight that every woman has a funny, or even cringe-worthy period story, but there is still a ‘behind closed doors’ mentality around periods. From secret tampon hand-offs at school or in the office to that moment when you’re caught out in public, we wanted to bring the taboo to the surface and encourage women to feel empowered in their choices.”

The campaign slogan ‘It’s Only Natural’ is also a reference to Cottons’ sanitary products, which are made from 100% cotton, without any synthetic materials.

Richard Arbon, sales and marketing director for Cottons, said, “We wanted to highlight to young women that Cottons is a natural alternative to the synthetic brands out there, while keeping with our lighthearted and fun tone of voice.”

The campaign includes a social media push which asks women to share their embarrassing stories with the hashtag #naturallycottons for the chance to win a year’s supply of tampons.

The campaign, which will include two more videos, rolls out over social media channels over the next few weeks.

  • Client: Cottons
  • Agency: Mango
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