This was a piece of work close to my heart. So vulnerable and honest, it was an expression of not just my experience but the billions of other women every day.

Briefed by Queensland Health to help the community identify the difference between “normal” and “not normal” period symptoms, we uncovered a very personal and shared insight.

We interviewed women, mothers, children, brothers. Fathers, friends, grandparents and others - and everything we heard came back to the same core finding; the lack of education and conversation around periods means we consider our individual symptoms as “normal” - even when they are often not.

Sadly, right as this piece of work was about to commence filming, a change of Government in Queensland meant this project was put on hold. Created with a group of incredible women who spent countless months crafting such an important message, it would be a shame not to give it a place to live.

Film, OOH, Social, Digital, GP Resourcing.